M&M’S®, proudly part of Mars, announced the next phase of its partnership with music megastar and cultural trailblazer, Lil Nas X. Mars and Lil Nas X will unveil limited-edition M&M’S Packs inspired by their shared mission to bring people together through colorful fun and music.
“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. “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. We are thrilled to partner with Lil Nas X to support the power of the arts and create a positive societal impact in our society.”
For each purchase of the M&M’S Packs Inspired by Lil Nas X, the iconic candy brand will donate $5 (up to $100,000) to Sing for Hope, a non-profit organization that uses the power of the arts to create a better world. The partnership is part of the M&M’S FUNd, a global initiative that provides resources, mentorship, opportunities and financial support in the arts and entertainment space to help ensure people have access to experiences where everyone feels they belong.
“Growing up I would have never thought my face would be on M&M’S but here we are, and it’s amazing,” said Lil Nas X. “I can’t wait to share these new M&M’S packs with my fans, and I love that we’re giving back to the art and music communities at the same time.”
The Lil Nas X and M&M’S pack collaboration will specifically benefit the country’s largest annual public arts project, the Sing For Hope Pianos, which arranges artist-designed pianos in public spaces to encourage connections through impromptu music-making. In celebration of the new packs, illustrator and designer Patrick Freeman and Julie Diaz Petta from New York’s Gay and Lesbian Center’s Youth Pride Chorus have co-designed a M&M’S x Lil Nas X inspired piano.
The M&M’S x Lil Nas X inspired Sing for Hope Piano will make an appearance at Radio City Music Hall on September 21 as part of the singer’s Long Live Montero Tour. Following the show, it will be moved to the M&M’S Store in 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 committed to developing a diverse, educational and advocacy driven community.
The limited-edition packs include a custom one-pound blend of pastel colored blue, pink and purple lentils, which, in addition to the classic M&M’S “M”, feature Lil Nas X’s face, butterflies, and heart graphics. The chocolate candies are housed in a commemorative, one-of-a-kind box that pays homage to his Long Live Montero tour. Packs will be available for purchase at MMS.com/LilNasX and at the M&M’S Store in Times Square beginning September 21 while supplies last.
For more information about M&M’S work with Lil Nas X, and to stay up to date on the latest M&M’S musical programming, visit MMS.com/Music and follow along on Twitter, Instagram, and Facebook. To be among the first to know about future brand news, sign up for the M&M’S newsletter here.