M&M's says it’s pulling its increasingly woke "spokescandies" mascots after a massive pushback over the politicization of the beloved candy brand.
Mars, the candy maker which produces M&M's, announced on Jan. 23 that it would replace its decades-old team of M&M's “spokescandies” mascots with the actress Maya Rudolph, after backlash by longtime fans over its failed makeover to make the brand more inclusive.
Rudolph said she will take the place of the iconic mascots before the company's awaited Super Bowl ad that will be aired during the game on Feb. 12.
Even Candy Favorites Are Unable to Escape WokeismIn January 2022, Mars updated the cartoon mascots and M&M's marketing with a plan to rebrand each mascot with a new backstory, clothing, and personality to be more inclusive under the slogan: "M&M'S® Creating a World Where Everyone Feels They Belong."
M&M’s said that its branding would "reflect an updated tone of voice that is more inclusive, welcoming, and unifying, while remaining rooted in our signature jester wit and humor."
"Being a hypewoman for my friends, I think we all win when we see more women in leading roles, so I’m happy to take on the part of supportive friend when they succeed," the Mars advertising has the green M&M saying.
The "male" orange mascot became a character ridden with anxiety, and the "female" brown mascot became a boss with an assured personality.
"Male" red, who had been the bully in the past, became kind to his co-characters.
Mars's most controversial change was the new purple M&M, a "lesbian" mascot which was designed to represent inclusivity.
The new purple candy mascot was created to "help more people feel they belong," the brand announced in September, explaining that the "lesbian" mascot “celebrates all voices, encouraging people around the world to embrace their authentic selves.”
Mars Withdraws Woke M&Ms After Fan and Media BacklashThe rebrand, however, brought ridicule from conservative commentators and many fans, such as Fox News host Tucker Carlson, with many claiming that the makeovers were another example of a left-wing woke agenda gone too far.
“Therefore, we have decided to take an indefinite pause on the spokescandies,” the statement continued.