M&M's, Lil Nas X Support the LGBTQ Community
Mars Inc.’s M&M's brand has unveiled the next phase of its relationship with music artist and LGBTQ advocate Lil Nas X — limited-edition M&M's packs inspired by the arts and the partners' shared mission to bring people together through music and entertainment, according to a news release.
For each purchase of the M&M's packs, the brand will donate $5 (up to $100,000) to Sing for Hope, a likeminded nonprofit organization. The partnership is part of the M&M's FUNd, a global initiative and advisory council that provides resources, mentorship, opportunities and financial support in the arts and entertainment space to help provide people with access to inclusive experiences.
The pack collaboration will specifically benefit annual public arts project “Sing For Hope Pianos,” which arranges artist-designed pianos in public spaces to encourage connections through impromptu music-making.
To hype up the launch, illustrator and designer Patrick Freeman and Julie Diaz Petta from New York's Gay and Lesbian Center's Youth Pride Chorus co-designed a M&M's x Lil Nas X-inspired piano. The piano made an appearance at Radio City Music Hall on Sept. 21 as part of the singer's Long Live Montero tour. Following the show, it was moved to the M&M's store in New York’s Times Square, where it will be open for the public to play until mid-October. After that, it will then be donated to Newark Pride Inc., a volunteer organization supporting the LGBTQ community.
The limited-edition packs comprise a custom one-pound blend of pastel colored blue, pink and purple lentils, which, in addition to the classic M&M's "M", depict butterflies, heart graphics and Lil Nas X's face. The chocolate candies are housed in a commemorative box that pays homage to his tour. The packs became available for purchase at MMS.com/LilNasX and at the M&M's store in Times Square beginning Sept. 21, while supplies last.
"Not only is Lil Nas X one of the most talented, influential musicians of our time, he is a catalyst for self-expression for his wide-reaching and massively diverse fanbase," said Allison Miazga-Bedrick, Mars Wrigley senior brand director, in the release. "The M&M's brand knew he would be the perfect collaborator to deliver on our purpose of creating a world where everyone feels they belong.”
