M&M’s introduced the world to its newest “spokescandy,” Purple, Tuesday in a music video about being oneself.
Purple is “designed to represent acceptance and inclusivity,” according to a press release. “Keen self-awareness, authenticity and confidence are the driving forces behind Purple’s charm and quirky nature.”
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Purple reportedly beat out aqua and pink to make the cut.
Purple’s intended inclusivity theme was apparent in the debut music video called, “I’m Just Gonna Be Me.”
During the video, Purple sings, dances, and meets the M&M crew.
At one point Purple calls herself “awkward,” then appears to get offended when the other M&M’s repeat that “she’s awkward.”
“Let’s leave that line for me,” Purple tells them.
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For every stream of the music video, the candy company will donate $1 to the music nonprofit Sing for Hope for up to $500,000.
“There is so much about our new spokescandy that people can relate to and appreciate, including her willingness to embrace her true self — our new character reminds us to celebrate what makes us unique,” said Jane Hwang, global vice president at Mars Wrigley.
