In times of mass layoffs across all industries, no one seems to be safe – not even animated talking candies.
It’s the end of an era for M&Ms, as the candy company has temporarily discontinued its once-beloved “spoke scandies” that have defined its advertising for decades.
The company took to its official Twitter account Monday morning and said massive criticism has made the characters “polarizing” and that M&M’s mission has always been to “bring people together.”
A message from M&M’S. pic.twitter.com/EMucEBTd9o
— M&M’S (@mmschocolate) January 23, 2023
“We have decided to take an indefinite hiatus from the spoke sweets,” the company wrote. “In their place, we are proud to introduce a spokesman America can agree on: the beloved Maya Rudolph.”
M&M’s hasn’t made it clear what Rudolph’s duties would entail, but based on all of the previous commercial television spots and social media ads the company has done, it’s clear she won’t be short of airtime.
The backlash against the candy empire began earlier this month when it announced its new “Flip the Status Quo” campaign, featuring bags of M&Ms with three female characters upside down on the wrapper in an attempt to thank women who are “turning the status quo everywhere.”
Mars, the parent company of M&M, pledged to donate $1 from every limited edition bag sold to two different nonprofits up to $500,000. But the stunt sparked a slew of backlash from right-wing outlets and others on social media who dubbed the candy as an attempt to “wake up.”
Monday’s news of the characters retiring, however, was no different, drawing strong reactions on social media.
So hold on.
M&M’s just stopped their candy animations because people were too offended that one of the candies was wearing boots?
And now Maya Rudolph is the new spokesperson for M&M’s?
My God, strong times create really weak people.
WHAT HAPPENS ITSELF?
— Joey M. (@JoeyFromPhilly) January 23, 2023
i spoke to several broken m&m’s today who showed up at work to find their wristbands were no longer valid for entry.
— a wolf in wolf’s clothing (@MostCrucified) January 23, 2023
If you are really upset about the “shoes” that a candy from a cartoon is “wearing”, seek help immediately
— Cameron Gray (@Cameron_Gray) January 23, 2023
I move to a cabin in the woods and no longer participate in society.
— Ben Collins (@oneunderscore__) January 23, 2023
Others suggested this was a Super Bowl publicity stunt, and the company set the table for a prime-time commercial starring Rudolph. Mars has not commented on the rumours.
Last year, M&M’s revealed that the spoke candies would receive makeovers to present as a more “inclusive” couple, including new outfits and features.
Rudolph has not yet publicly commented on the announcement.
Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.