The Former Creatives Behind M&M's Mascots Believe the Characters Are Adding Fun to Cancel Culture

Past BBDO directors Susan Credle and Steve Rutter look back at what they started

Save 50% on your Social Media Week pass! Join leading brands and agencies in NYC this April 9–11 to learn about emerging trends, tools and strategies. Register now—savings expire Dec. 11.

Green was never meant to wear go-go boots. Instead of an anxious man, Orange was supposed to be a funny woman. Blue had to be cool and confident, since 54% of more than 10 million fans voted to make blue the new M&M’s color in 1995, edging out pink and purple.

All of this is according to Susan Credle and Steve Rutter, two former creative partners at BBDO New York who invented three M&M’s mascots in the ’90s—Blue, Green and Orange, following the original Red and Yellow—and established the foundation to introduce Brown and Purple in the decades that followed.




Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in