On Monday, the Mars Wrigley candy company turned what was once a move for inclusion before being twisted into a culture war into a strategically-timed marketing opportunity---maybe. [Hopefully?]
If you've been following the news for the past year or so---and, perhaps, even if you haven't----you can probably recall the moments in recent history when the national conversation has spotlighted M&M's, one of Mars Wrigley's staple products. And although many jokes sprung up from the source of the outrage---primarily Fox News' Tucker Carlson, who seemed personally aggrieved that the chocolate candy no longer gave him an erection---it seems like it's had an impact.
In an announcement noting how the controversies "broke the internet", the company said that it has taken an "indefinite pause from the spokescandies" and that they chose a replacement that "America can agree on" in the "beloved" Maya Rudolf.
The controversy originally sparked last year when M&M's released new artwork for their "spokescandies," rebranding them with additional colorful characters to communicate inclusivity and the beauty of diversity. Part of this update included changing the green M&M's footwear, from go-go boots to tennis shoes, and the brown M&M's stilettos to a shorter, more practical heel. That was the heel that broke Carlson's back, taking to his nightly news program to opine on the "wokeness," saying:
"The green M&M, you'll notice, is no longer wearing sexy boots. Now she's wearing sensible sneakers. ... So less sexy. That's progress. M&M's will not be satisfied until every last cartoon character is deeply unappealing and totally androgynous. Until the moment you wouldn't want to have a drink with any one of them, that's the goal. When you're totally turned off, we've achieved equity."
But the popular candy made its way back into Fox News' crosshairs in recent weeks when it released special edition bags that featured only the female characters, upside down, along with the words "supporting women flipping the status quo." But thanks to Fox News we were able to see through that pro-feminism statement for the misogyny that it really is! [Heavy sarcasm, in case that wasn't clear.] Harris Faulkner, a co-anchor on Outnumbered---a show on Fox News named for the fact that the women outnumber the men on the program---pointed out the ridiculousness, saying, "I understand flipped, but thank you very much, we stand on our own."
From misogynistic to stupid, the arguments over the M&M's changes have been mostly viewed as just that: misogynistic and stupid. That's why many fans were not pleased following the announcement that Maya Rudolf would be taking the place of the spokescandies who have been there since the 1960s.
"The spokes candies are literally your brand," said one Instagram user.
"Y'all are gonna let Fox News ranting about sexy candy control your mascot?" questioned another.
"This has to be a PR stunt. Please tell me it is," added one more, who might be onto something.
The pivot comes ahead of the candy's February 12th Super Bowl LVII commercial and capitalizes on the unforeseen culture war the product has sparked and their choice---Maya Rudolf---is no stranger to high-profile Super Bowl commercial blitz's. However, as for now, only time will tell whether the change is in it for the long haul or not.
The SNL star told today.com, "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. It’s a very fun pairing, if I do say so myself. I think little Maya would be thrilled to get to work with M&M’s."
Rudolf has also signed on to be the spokeswoman for routine ads for Sling TV and Seventh Generation, a green products company.
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