M&M’s releases statement on ‘spokescandies’ controversy ahead of Super Bowl return
Luke Gentile
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M&M’s announced it would put an “indefinite pause” on the company’s controversial “spokescandies” Monday ahead of its return to a Super Bowl commercial slot, according to a release published to Twitter.
The candy has faced immense backlash for its recent pandering to woke culture and its redesign and new additions to its iconic candy mascots.
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First, the green M&M, known as Miss Green, lost her famous boots and feminine gloves to become more inclusive.
Then, in October of 2022, M&M’s introduced the world to its newest “spokescandy,” Purple, in a music video about being oneself.
Purple is “designed to represent acceptance and inclusivity,” according to a press release. “Keen self-awareness, authenticity, and confidence are the driving forces behind Purple’s charm and quirky nature.”
These changes caused a backlash never before seen in the candy world, and it appears that M&M’s is taking notice.
“America, let’s talk. 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,” the company said in its Monday release. “But now we get it – even a candy’s shoes can be polarizing.”
Such polarization is the “last thing” the company wants, according to the release.
“Therefore, we have decided to take an indefinite pause from the spokescandies. In their place, we are proud to introduce a spokesperson America can agree on: the beloved Maya Rudolph,” the release read.
“We are confident Ms. Rudolph will champion the power of fun to create a world where everyone feels they belong.”
The announcement of Rudolph’s entry into the M&M’s world comes as the company prepares to make its return to the Super Bowl advertising scene.
Super Bowl LVII will see the company hold America’s attention during a 30-second spot, produced by BBDO New York, according to a press release.
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“Mars has delivered some of the most buzz-worthy Super Bowl moments over the years, and we’re inspired by the M&M’S brand being back in the mix in a new way for 2023,” Gabrielle Wesley, chief marketing officer for Mars Wrigley North America, said.
“M&M’S brings people together through the power of fun to foster belonging, with universal humor that entertains fans in a way only a globally loved and legendary brand like M&M’S can. 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.”