M&M’s and the Power of Rebranding

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M&M’s and the Power of Rebranding

By Samantha Brooks on 21 February, 2022

Earlier this year, confectionery conglomerate Mars Wrigley made the bold decision to rebrand their beloved chocolate M&M’s, as the brand approached its 81st year since conception.

This brand’s mascot makeover comes with the realisation that consumers’ mindsets will inevitably continue to grow and change, and the brands that they love should ultimately mirror that. As we know, the Pandemic has certainly caused a stronger approach to social justice issues. This has resulted in a greater desire amongst consumers to see diversity in marketing, and as such, is becoming increasingly reflected in their purchasing decisions. 

With this revelation came a number of edits to the M&M characters that consumers have come to know and love. Green’s gogo boots were substituted for comfy sneakers, Brown’s six-inch stilettos swapped for kitten heels, Red will no longer identify with the ‘alpha male’ persona, and Orange’s personality was altered to emphasise feelings of anxiety and stress. Gender-based titles Ms. was also removed from characters’ names to allow for improved inclusivity. 

Of course, with the changing of long-loved characters comes a swarm of attention, from consumers and industry professionals alike. Although inspired by Gen Z’s hunger for authenticity, it did not save the M&M brand from a wave of memes and mockery from young social media users. Overall, however, the rebrand was mainly met with positive reception and set M&Ms up for a post-pandemic marketplace. 

What Can We Learn from This?

Rebranding ultimately helps to provide your company with a new visual identity, but it can be difficult to identify if and when it is needed. A strong visual interpretation of your company’s refined values, audiences, and offerings is key to moving your brand forward for a modern audience. Your logo and branding is the face that consumers place upon your company, so it’s important to assure that this is targeted to their values and desires. 

After running a business for a long time, it’s important to take moments to reflect on whether your brand is reflective of your target audience’s values and expectations. If not, a rebrand may be the best option to move your company forward. Of course, it may not need to be as dramatic as the M&M makeover, however, slight tweaks may make or break your business in 2022 and beyond. 

To undertake a rebrand is a tricky and intricate process, and to pull off a seamless transition for your fresh new face can be difficult to do by yourself.  Fuse is here to guide you every step of the way. If you want to give your company a 2022 refresh, the Fuse Team is here to help. Reach out today at info@fuseagency.com.au or 3198 4890.

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