Following the controversy surrounding its mascot refresh last year, M&M’s announced Monday that it will take a “indefinite pause” from using its candy-coated mascots, stating that the “last thing M&M’s wanted” was to be “polarising.”
M&M’s announced in a tweet that it will instead use actor Maya Rudolph as its spokesperson, someone on whom “America can agree.”
Rudolph’s representatives did not immediately respond to a request for comment.
Rudolph told TODAY.com that she is “overjoyed” to be a part of the brand’s Super Bowl ad on Feb. 12.
“I’ve been a lifelong fan of the candy, and it’s an honour to be asked to be a part of such a legendary brand’s campaign,” Rudolph said.
A spokesperson for M&M’s confirmed Rudolph’s first appearance as the company’s spokesperson will be during the Super Bowl.
The colourful cast of M&M’s spokescandies will “step away and embrace a new path to pursue other passions,” according to an M&M’s spokesperson.
M&M’s “spokescandies” have enraged right-wing media outlets such as Fox News in recent weeks, following the company’s announcement of a new “Flip the Status Quo” campaign. The limited-edition candy bags with the three female “spokescandies” were part of the campaign, which raised funds to support women in creative industries.
Tucker Carlson, a Fox News host, recently railed against “woke M&Ms” in a broadcast. He complained about the candies in January, after M&M’s announced a new, more inclusive look.
The M&M’s spokesperson did not directly address the Fox News backlash, but stated that the brand’s “The decision is not in response to anything, but rather in support of our M&M’S brand, and has been in the works for some time.”
M&M’s said in a statement Monday that it “definitely didn’t think it would break the internet.”
“But now we understand — even a candy’s shoes can be divisive.” “It was written. “Which is the exact opposite of what M&M’s wanted because we’re all about bringing people together.”
The company stated that it is “confident” in Rudolph “will advocate for the power of play to create a world in which everyone feels like they belong.”
Many people expressed shock and disappointment on social media.
“They fired the M&Ms,” one user commented.
“Give me back my sexy green m&m,” another user wrote.
Some fans liked the change, while others thought M&M’s should have chosen a different celebrity.
“Replacing the all-female M&M spokescandies with Maya Rudolph is some next-level trolling,” one commenter said.
“Maya Rudolph is a living legend, but I’m genuinely curious if they thought about Eminem because… well… you know,” one person said.
Others on the internet quickly picked up on the Super Bowl tie-in.
“It’s January 23, they literally murdered Mr Peanut on Jan 22 2020, this is an obvious chumming of waters for a bad super bowl ad plan,” a user wrote, referring to Planters’ claim that Mr. Peanut died in a 2020 pre-Super Bowl ad.