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Flip the Status Quo
Designed to champion women breaking boundaries and making a difference in their communities, M&M’s debuted a new campaign: ‘Flipping the Status Quo’.
The campaign was multipronged, introducing a new limited-edition pack of M&M’s fronted by the brand’s lineup of female “spokescandies” inluding the newest face to join the roster, the Purple M&M, alongside the Brown and Green.
From every pack sold the candy brand donated $1 (up to $500,000) to female-focused organizations including She Is The Music, We Are Moving the Needle, and Women in Music. M&M’s also made up to $300,000 worth of donations to nonprofit organizations including Female Founder Collective and the Geena Davis Institute on Gender in Media.
Furthermore, to champion impact-making women everywhere, M&M’s teamed with six women creators to collaborate with the Purple, Brown and Green candies and to put out original content inspired by each of the characters.
- Aint Afraid: Hip-Hop artists/twin sisters, empowering people through their music.
- Ashlee Muhammad: Streetwear designer, promoting self-love to help change the world.
- Barbiana Liu: Creative director and designer, helping young female entrepreneurs find their creative freedom.
- Ledania: LGBTQ Colombian graffiti artist, bringing people together through her art.
- Liz Marek: Realistic cake sculptor, pushing boundaries in the culinary space.
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, ultimately garnering 16B+ media impressions.