In a move no one really expected, the Mars candy company has announced that it's doing away with its M&Ms "spokescandies." The move comes after a recent wave of backlash from conservative pundits the likes of Fox News host Tucker Carlson and other right-wing proponents.
Just weeks ahead of the Super Bowl — one of the biggest advertising events of the year — Mars has tapped comedian and actress Maya Rudolph as its new spokesperson. Per Mars, we shouldn't expect to see the adorable and beloved spokescandies in this year's Super Bowl at all, because "even a candy's shoes can be polarizing."
Mars announced the change of mascot in a tweet on Monday.
Early in the day, Mars posted a lengthy statement on Twitter. The company, which has used the spokescandies in advertising in some form since the 1960s, wrote, "America, let's talk."
In a tone indicating the company may be aware of the odd nature of this issue, the statement continued, "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 statement even came off as a bit snarky.
Like many of us, the folks at Mars are probably wondering how this is even an issue with so many things going on in the world.
"But now we get it — even a candy’s shoes can be polarizing … Therefore, we have decided to take an indefinite pause on the spokescandies," the Twitter statement continued.
All of the drama surrounding the cartoon candies first erupted last year when the company did a minor rebrand, swapping out the green "girl" M&M's high heels for sneakers, turning the orange M&M into an undeniably anxious character, and adding a purple M&M to represent inclusivity, per CNBC.
The conservative set evidently found the changes problematic.
"Woke M&Ms have returned. The Green M&M got her boots back, but apparently is now a lesbian maybe? And now there’s a plus-sized, obese Purple M&M," Tucker Carlson said at the time.
"M&Ms will not be satisfied until every last cartoon character is deeply unappealing and totally androgynous," he continued, indicating his belief that the changes were just another part of the "liberal agenda."
Mars initially stood by its choices.
"There is so much about our new spokescandy that people can relate to and appreciate, including her willingness to embrace her true self — our new character reminds us to celebrate what makes us unique," Global VP Jane Hwang said when the purple M&M character debuted.
Today, it seems, the company wants to take the high road and eliminate any candy-induced tensions. Because, well, candy is supposed to make you feel good, not incite a political debate.
'We're all about bringing people together,' Mars tweeted.
Stating it would pause use of the spokecandies "indefinitely," the Mars statement continued, "We are proud to introduce a spokesperson America can agree on: the beloved Maya Rudolph. We are confident Ms. Rudolph will champion the power of fun to create a world where everyone feels they belong."
Rudolph, whose first M&Ms ad will air during the Super Bowl on February 12, spoke with Today after the announcement and said, "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."
Anyone familiar with Rudolph, though, knows that she might just upset right-wingers just as much as the 'spokescandies.'
People on Twitter have been quick to point out that although so many of us love Maya and all of her amazing comedic work, she's no prize from a conservative standpoint. She certainly hasn't publicly embodied any of the views expressed by Tucker Carlson or any other political conservatives, and as a biracial, multicultural woman, she in and of herself represents the kind of diversity and inclusion they seem so irritated about.
Touché, Mars. Touché.
