Mars, Incorporated and US rapper Lil Nas X have launched limited-edition M&M's packs inspired by 'their shared mission to bring people together through colourful fun and music', the confectionery company said.
The packs include custom pastel-coloured M&M's, featuring both the familiar 'M' logo as well as Lil Nas X's face, butterflies, and heart graphics. In addition, product packaging pays homage to Lil Nas X's 'Long Live Montero' tour.
The partnership is part of M&M'S FUNd, Mars' global initiative that provides resources and support in the arts and entertainment spaces to connect people.
"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," said Allison Miazga-Bedrick, Mars Wrigley senior brand director.
Sing For Hope Piano
With purchase, the brand will donate $5 (€5,06) to Sing For Hope, specifically to the annual public arts project Sing For Hope Pianos in New York.
Sing For Hope is a worldwide non-profit that helps people in need partnering with community-based organisations.
"I love that we're giving back to the art and music communities", Lil Was X said in a statement.
To mark the occasion, 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 piano, which will be featured at Radio City Music Hall, before making its way to the M&M's Store in Times Square, and then to Newark Pride Inc., a volunteer organisation committed to develop safe spaces and educational programmes for LGBTQ community.