Trigger Warning: Colorful Chocolate Ahead!

This story starts back in 1996, when M&M’s was looking for a jolt to their candy franchise. They came up with the bright idea of adding a new hue to the mix, and the even brighter idea of letting the public decide which color that should be. Thus was born the Color Vote, which sparked a massive national moment, and which resulted in New Blue getting added to the bag.

And that provided an opportunity for my friends at BBDO Advertising; it was time for some updated M&M’s characters. And we had an idea that these guys weren’t just spokes-candies, they didn’t live only in the commercial world, they had lives of their own, they were celebrities in their own right. In order for them to be truly entertaining, they had to be real, they had to be relatable.

We started with Red, who is a legend in his own mind. As the self-proclaimed leader of the M&M’s characters, he’s protective of his position, and will do just about anything to defend it.  In other words, he’s a narcissist, and a liar. His worst tendencies are kept in check by his sidekick Yellow, who seems kinda dim but is so inherently honest that he always seems to easily muddle through.

Red’s confidence is shaken by Blue, the cool new guy with all the moves and connections, including having BB King play his theme song. And Blue’s feminine alter ego is Green, who is supremely confident in her go-go boots, though lately she’s traded those in for wedgy sneakers.  

Orange is also known as Crispy. He probably got one of the bad tabs at Woodstock, or pulled a few too many all-nighters. But however it happened he’s a little, well, he’s nervous. Paranoid even. Maybe that’s why Crispy disappeared between 1999 and 2005.

And then there’s Brown, who doesn’t mess around. She debuted at the Super Bowl in 2012. She’s a self-made professional gal and doesn’t suffer fools lightly. Especially Red ones.

Over the past 20+ years these guys have rolled out a long line of M&M’s products, including Minis, Dark, Caramel, Pretzel, Cookie Dough and Fudge Brownie. But they’ve always maintained their personalities and attitudes, even when speaking in Spanish.

And now it’s time for another M&M’s cultural moment. This week brings the launch of a new female character, a sassy peanut with “keen self-awareness, authenticity and confidence,” as per the press release. She’s being rolled out on all the social platforms with her own music video, “I’m just gonna be me,” featuring saxophonist Grace Kelly, dancers and choreographers Devin Santiago and Colo Cag, and opera singer Anthony Roth Costanzo. One dollar for every stream will go “to bring hope, connection and purpose to millions of people around the world through music.” Which I think is pretty sweet.

And so, without further ado, presenting the newest (chocolate) face of acceptance, inclusion and diversity, and a celebration of what makes us all unique. Ladies and Gentlemen, I give you…

Purple.

She’s here.