Last year M&M’S announced a renewed global commitment to creating a world where everyone feels they belong, a world that is for all FUNkind. With this new brand Purpose being at the center of everything M&M’S does , the brand set out to reveal its Flipping the Status Quo program , releasing the first-every all female pack, with the intent to celebrate, support and uplift women timed to International Women’s Day.
These limited-edition packs featured the three iconic female M&M’S characters - Purple, Green and Brown - on and inside the pack. As part of this launch, M&M’S donated money from every pack sold to female-founded organizations who support and empower women, as well as to women across the country who are flipping the status quo in their communities and every day lives.
M&M’S launched its renewed global commitment in January 2022 to create a world where everyone belongs. To reinforce this purpose and mission through the Flipping the Status Quo program, we built a two-phased approach to maximize impact, using a national announcement to build awareness and drive purchase, and local amplification to spotlight nominees and reaffirm our purpose through the below tactics:
In all, M&M’S donated nearly $1 million in support of female focused initiatives throughout the Flipping the Status Quo program.
M&M’S Flipping the Status Quo nearly broke the internet, driving traditional and social media buzz that helped the brand secure its place in pop culture.
Through our pitching efforts and buzz about the all-female packs on the internet, M&M’S Flipping the Status Quo campaign proved once again to be a culturally relevant moment among all generations, ultimately garnering 16B+ media impressions. This launch got media and consumers talking everywhere, landing the packs on media channels of all types, from the FOX News cycles to Stephen Colbert and The Late Late Show with James Corden.
In addition to the national buzz that this program garnered, we also conducted a second phase of pitching in each contest winner’s local market, supporting them in their hometowns and bringing more attention to the incredible work they are doing on a local level.
The purpose-driven program and CTA for nominating women flipping the status quo helped increase MMS.com web traffic by 122% and contributed to a 32% increase in sales YoY.
The M&M’S Flipping the Status Quo program also had a large impact across Mars Associates and customer partners, with these groups being inspired to host their own internal nominations/contests highlighting women who are flipping the status quo within their organizations.
The buzz around this program reinforced M&M’S Purpose by sparking conversation that highlighted a diverse group of women who are embracing their authentic selves, changing lives and fostering inclusivity and purpose in their communities through their individual missions.