M&M’s, the ubiquitous candy brand owned by Mars Wrigley, announced Monday that it is taking an “indefinite pause” from “spokescandies,” adding that cartoon characters with arms, legs and minimal facial features will be decided it was too divisive for a polarized America. take.
For decades, the characters featured in the company’s ads didn’t focus on abortion or confidential document storage. However, figures on the political right, including Fox News’ Tucker Carlson, have criticized candy as “Woke M&M’s” because of a string of cosmetic tweaks in recent years.
As far as I can explain, here’s how I got here:
How Mars Wrigley explained the decision.
of statement on mondayMars Wrigley began with words familiar to anyone about to have a farewell conversation: “America, let’s talk.”
“Last year we made some changes to our beloved spokes candy,” the company said. “We weren’t sure if anyone would notice.”
Most people didn’t.
“We never thought it would break the internet,” the company said. Few thought there was.
“But now I understand. Even candy shoes can be polarizing,” the company continued, sure to confuse many who had no idea what the sentence meant. . back to it.
Polarizing is “the last thing M&M wanted because it’s all about bringing people together,” the company said. “Therefore, we have decided to suspend Spokes Candies indefinitely.”
It presented an obvious solution. Maya Rudolph, actress and “Saturday Night Live” alum, is not at the center of the culture wars as of today. “We believe Rudolph will champion the power of fun and create a world where everyone feels they belong,” the company said.
Mars Wrigley North America chief marketing officer Gabriel Wesley said in a statement that the decision to hire Rudolph as M&Ms’ “chief of fun and spokesperson” had been in the works for “some time.” Rudolph will appear in an ad campaign that will debut during the broadcast of Super Bowl LVII, which airs on February 12, the company said.
“M&Ms Spokescandies’ original colorful cast are now pursuing their personal passions,” Wesley said.
Yes, candy shoes can be polarizing.
It turns out that M&M figures have the right level of sexiness to exhibit in their footwear, and America is divided on how sexy it should be.
January 2022M&M’s gave two women spokes candy’s aching feet a break, replacing the green M&M heels with flats and the brown M&M stilettos with smaller, more comfortable heels.
For some, this decision was unjustified.
“M&M’s aren’t satisfied until every last cartoon character is so unattractive and completely androgynous,” Carlson denounced his show. “Until the moment you don’t want to drink with anyone. That’s the goal. We’re achieving fairness when you’re completely off. They’ve won.”
Candy’s new look wasn’t at the top of Mr. Carlson’s concerns. Clip was ridiculed by his political opponents and most moved on. But this month, Carlson declared that “his M&Ms waking up are back” after Mars Wrigley introduced his M&Ms in new purple to the roster, while the rest of the team got a new look. .
“The green M&Ms got their boots back, but apparently they’re probably lesbians now. There’s also a plus-sized obese purple M&M,” he said. “So, of course, we’re going to cover that, because that’s what we do.”
M&M’s Twitter account showed little willingness to engage in spats, tweeting only wishing people happy holidays in recent months. When the purple M&Ms were unveiled in early January, the brand said it was “celebrating women across the country who are trying to change the status quo.”