M&M candies are famous for melting in the mouth and not in the hand, but it seems that its marketing executives are not so strong.
The brand is taking an “indefinite hiatus” from the cartoon “spokescandies” it has used in advertising since the mid-1990s, according to a message on M&M’s Twitter account Monday — apparently in response to what can only be described as, well, a meltdown by conservatives like Tucker Carlson .
Last year, the candy company changed spokescandies to “create a world where everyone feels like they belong and the community is inclusive,” as “Today” reported at the time.
Some of the changes include replacing the Green M&M boots with “cool and casual sneakers to reflect easy confidence.”
When the change first happened, Carlson claimed that the new design made Green M&M’s look “less sexy,” according to Forbes.
Last week, the Fox News host again criticized Mars, Inc. – this time, for a new promotional pack featuring three female M&M’s, including the new Green, Brown and Purple M&M’s.
The company announced that it will donate some of the profits from sales to organizations that support various professional endeavors by women.
Carlson isn’t happy about the return of “Woke M&M’s,” seizing on the opportunity speculation about the personal life of celebrity candy mascots.
“Green M&M’s got their shoes back, but now they’re lesbians, maybe?” said. “And there’s also the plus-size, chubby Purple M&M, so we’ll cover that, of course. Because that’s what we do.
The M&M account tweeted Monday that “beloved Maya Rudolph” — actor, musician and “Saturday Night Live” legend — will now be the face of the candy.
And, yes, M&M referenced the go-go boot controversy in that statement.
“In the past year, we have made some changes to our beloved spokescandies,” he said read. “We weren’t sure if anyone knew. And we certainly didn’t think it would break the internet. But now we know — even candy canes can be polarizing. That’s the last thing M&M wants because we’re all about bringing people together.
Rudolph is set to make his first appearance as the new M&M spokesperson in the Super Bowl candy commercial, airing Sunday, February 12.
He appeared on “Today” Monday morning to put his best spin on the situation.
“I love working with M&M,” Rudolph said. “I am a lifelong candy lover and I feel honored to be asked to be a part of such a legendary brand campaign.”
Rudolph could not share more details, but he added: “It’s a pretty fun couple, if I do say so myself.”
But many Twitter users were shocked that M&M’s sent their beloved mascot to the unemployment line amid controversy. (Maybe. Except that’s the whole Super Bowl marketing stunt.)
One tweet, more than any other, seemed to sum up the general mood perfectly: