Mars, Incorporated walked back a massive public relations nightmare this past week by announcing that they has suspended their woke spokescandies campaign “indefinitely.”
The iconic colored candies that melt in your mouth started pushing identity politics to a torrent of fervid backlash as consumers revolted against insinuated lesbian relationships among two of the candies and against the idea that M&Ms needed to become more inclusive and tolerant. More recently, the chocolate treats were packaged in an all-female bag to promote feminism.
It’s rare Ms. Brown and I get to spend time together without some colorful characters barging in. – Ms. Green pic.twitter.com/hnoktsAgAW
— M&M'S (@mmschocolate) June 28, 2015
Somehow, though, despite all of their focus on woke politics, the candy company is taking it all back. Apparently identity politics is only a good thing until irate shareholders come knocking at your door.
M&Ms official Twitter account tried taking the highground in an obscenely condescending message, essentially trying to appease both camps of activists and investors, only accomplishing derision from all sides.
A message from M&M'S. pic.twitter.com/EMucEBTd9o
— M&M'S (@mmschocolate) January 23, 2023
“America, let’s talk. In the last year, we’ve made some changes to our beloved spokescandies,” the tweet began. “We weren’t sure if anyone would even notice. And we definitely didn’t think it would break the internet. But now we get it – even a candy’s shoes can be polarizing. Which was the last thing M&Ms wanted since we’re all about bringing people together.”
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Saying they “weren’t sure if anyone would even notice” is as blatant a lie as possible. They knew it would generate a huge buzz and did it anyways. And is this supposed to be an apology? Pretending the issue was about a candy’s new shoes, rather than the narratives it was promoting, is also just disingenuous.
The faux apology continued:
“Therefore, we have decided to take an indefinite pause from the spokescandies,” it said. “In their place, 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.”
Notice how M&Ms isn’t backing away from its messaging; it’s only trying to deliver the same message in a different vehicle. Maya Rudolph shamelessly parroted woke talking points on Saturday Night Live and is hardly any different from the woke candy campaign. The only difference is she’s a black woman and any further outrage can be addressed by crying misogyny and racism.
Not too long ago, Mars, Inc. unveiled their new female spokescandy, with executives celebrating the move.
“Mars is thrilled to debut the newest member of the M&M’s cast of characters to the world,” one suit said. “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.”
Breitbart described the stunt at the time by writing that the move was to make candy more “inclusive” and pushing for a “more dynamic, progressive world.”
The new candy is part of a push by Mars to make the animated candy characters “more inclusive,” in one case by dumping its green “sexy girl” character and giving her replacement a “more nuanced personality.”
As Breitbart News reported in January, the candy company said it intended to better honor its “global commitment to creating a world where everyone feels they belong, and society is inclusive” with the changes to its advertising characters for a “more dynamic, progressive world.”
In a tweet at the time, Mars even hinted the two female M&M’s are intimate.
Mars added the makeovers – past, present and future – will include an “updated tone of voice” to make people feel “inclusive, welcoming, and unifying” while hewing to its past penchant toward “wit and humor.”
Featured image: Screen shot from embedded Twitter post.