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.
“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 told NBC’s TODAY.
The “spokescandies” were a team of little cartoon M&M’s mascots, which have appeared in every commercial and other marketing materials representing the candy covered chocolates since 1960.
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In 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.”
The “feminine” green” M&M, for example, was criticized by the left for being marketed as “too sexy,” so was transformed into a feminist character, with the company switching out her knee-high heeled boots for sneakers.
“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….