Actor Maya Rudolph to switch M&Ms spokescandies.
Source: Mars (L) | Getty Images (R)
Candy maker Mars stated Monday it’s changing its M&Ms “spokescandies” with actress Maya Rudolph after going through right-wing criticism over its mascot makeover.
The spokescandies are a staff of cartoon M&Ms mascots which have represented the model in commercials and different advertising supplies since 1960. Early final 12 months, the sweet model up to date the cartoons and its advertising, rebranding every mascot with a brand new backstory, clothes and character to be extra inclusive.
The inexperienced M&M, for instance, had beforehand drawn criticism for being marketed as too attractive, so the corporate switched out her knee-high heeled boots for sneakers and put extra emphasis on her feminist values. “Orange” grew to become a mascot riddled with anxiousness, and the corporate added a brand new purple M&M, which was designed to characterize inclusivity.
The rebrand caught the attention of conservatives, together with Fox News host Tucker Carlson, on the time of the replace and once more in current weeks, with some claiming the makeovers have been one other instance of a liberal agenda gone too far.
“In the last year, we’ve made some changes to our beloved spokescandies. We weren’t sure if anyone would even notice. And we definitely didn’t think it would break the internet,” M&Ms stated in an announcement Monday on Twitter. “Now we get it — even a candy’s shoes can be polarizing … Therefore, we have decided to take an indefinite pause on the spokescandies.”
M&Ms didn’t instantly reply to a request for extra remark.
Rudolph stated she’s going to take the place of the long-lasting mascots simply forward of the important thing Super Bowl promoting occasion: “I am a lifelong lover of the candy, and I feel like it’s such an honor to be asked to be part of such a legendary brand’s campaign,” she stated in an interview Monday with NBC’s TODAY.
Representatives for Rudolph didn’t instantly reply to a request for remark.
Mars in December introduced it could make its return to the Super Bowl promoting slate with a 30-second spot throughout the recreation Feb. 12. The firm teased the industrial with a picture of its seven M&M characters, silhouetted on a soccer area.
“The latest campaign extends our purposeful work over the last year but is rooted in a new creative territory, and we can’t wait for our fans to see what’s about to unfold,” Chief Marketing Officer Gabrielle Wesley stated in an announcement on the time.
Correction: A photograph caption on this story has been up to date to appropriate the spelling of Maya Rudolph’s identify.