After sparking outrage by reworking green M&Ms and launching special bags featuring new purple characters in honor of International Women’s Day, M&M’s says it’s taking a step back from its candy rep. I’m here.
“Last year we made some changes to our beloved spokes candy”, chocolate candy brand said in a statement Monday“I didn’t know if anyone would notice, and I definitely didn’t think it would break the internet.”
The brand added that the change was so polarizing that it “decided to pause indefinitely from spokes candy.” Mars went with comedian and actress Maya Rudolph instead.
Mars-owned M&M’S said in a statement on Monday, “We are confident that Mr. Rudolph will champion the power of fun and create a world where everyone feels they belong.
The partnership with Rudolph has been “in progress for some time,” Gabriel Wesley, chief marketing officer for Mars Wrigley North America, said in a statement emailed to CNN.
“There’s a lot to talk about, but let me assure you that this decision was not a reaction to our M&M’S brand, but rather an endorsement.” I am looking for a passion.”
That doesn’t mean the brand is ditching the candy character.
Rudolph appears in the M&M’s Super Bowl commercial. Mars announced in December that he would run ads during the game. Online, some were quick to speculate that the announcement was part of a Super Bowl campaign, while others criticized the brand for bowing to pressure.spokes candies‘ is not in the dictionary.
Last year, M&M’S unveiled a new look for all of its anthropomorphic chocolate characters, making them more suitable for younger consumers.
Most of the updates were subtle. However, Green’s shoe change from go-go boots to sneakers sparked outrage on social media, with many bemoaning the loss of the character’s signature look: “Green keeps his M&Ms sexy.” The petition has gathered over 20,000 signatures. (M&M’S did not heed the pleas, but noted in a statement Monday that “even candy shoes can be divisive” and added, “We are all about bringing people together, so M&M’S It was the last thing they wanted,” he added.)
And in September, M&M’S announced another change. In another effort to make the spokes candy group more inclusive, a new female character, Purple, has joined the line-up (but not an actual bag of candy). Purple recently rolled out in honor of International Women’s Day as part of her limited edition pack of M&M’S in purple, brown and green, the colors of women’s spoke candy.
The move sparked another round of criticism.
Fox News anchor Martha McCallum said, “If this is what you need to validate and M&M’s, the colors you think are associated with feminism, I’m worried about you.” I think we’re going to say, ‘Oh good, stay focused on that.’ While we’re taking over all the mineral deposits in the whole world, stay focused on giving people their own color of M&M’s. Please give me.”
Graphics for the Fox show even called Candy “awakened.”
Jane Hwang, M&M’s global vice president, previously told CNN that Green’s reaction to the change was “unprecedented” and “we were incredibly overwhelmed.”
But she said at the time, “Now I know for sure that M&M’s are cultural icons.”