M&Ms, a brand of candy, put an end to its “spokescandies” and took on a new spokesperson in the form of American comedian Maya Rudolph.
Major Rebranding
The action was taken in response to criticism over a rebranding of the cartoon representations of the chocolate treat that featured in ads.
M&Ms stated on Monday that the mascot modifications were not intended to “break the internet.” Well, I’m pretty sure that red, blue, green, and yellow are pretty happy in this one.
The makeover had been derided as “Woke M&Ms” by Tucker Carlson of Fox News.
Rudolph, who is well-known for her time on the sketch comedy program Saturday Night Live, will be hired by the corporation to serve as its spokesman.
As part of a “global commitment to building a world where everyone feels like they belong and society is inclusive,” Mars Inc., the manufacturer of M&Ms, changed their cartoon characters for the first time in January 2022.
The Green M&M traded in her go-go boots for a pair of “cool, laid-back” sneakers, while the Brown M&M decreased the height of her heels as part of the makeover. The two female M&M characters also wore less stereotypically feminine clothing.
One of the most notable opponents of the shift has been Tucker Carlson Tonight. The host criticized the lack of eye candy in the M&Ms redesign, stating the female cartoon characters now appear “less attractive,” throughout many portions of the program when it was discussed.
The idea, according to Mr. Carlson last year, is to make every single cartoon character utterly unattractive and androgynous to the point that you wouldn’t want to have a drink with any of them.
Earlier this month, after M&Ms introduced limited-edition packaging with solely its female candy figures and donated the sales earnings to organizations that support women, he intensified his disapproval.
In a broadcast on January 10, Mr. Carlson attacked the green M&M and “a plus-sized, fat purple M&M,” saying, “The woke M&Ms are back.”
The renaming of its spokescandies was not intended to be a contentious subject, according to a statement released by M&Ms on Monday.
The business stated, “Now we understand — even a candy’s shoes can be divisive, which was the last thing M&Ms intended because we’re all about uniting people.”
Rudolph, the firm’s new ambassador, “will advocate the power of fun to build a world where everyone feels they belong,” the company said, adding that it is confidence in his abilities.
One year after their makeover, M&Ms decided to stop using their spokescandies. It is unknown why this decision was made or how long the break would stay.
On social media, the decision has drawn criticism, and several users have expressed displeasure that the corporation seems to have recanted on its inclusive messaging.
Others have hypothesized that it is a warm-up for a Super Bowl advertisement that will air during prime time. Mars Inc., the parent company of M&Ms, is apparently preparing a Super Bowl commercial.