Coup de com’or definitive farewell? The confectioner M & M’s has given up using in its advertisements, until further notice, the famous characters recalling the shape of its chocolate candies, criticized by part of the American conservative right which considers them politicized, in a message posted on Twitter , Monday.
However, several media, American or French like ” 20 minutes “, calculate a publicity stunt of the brand as the Super Bowl approaches, on February 12.
The character of “Violet” tenses
The business had started with the launch, in September, of a new member of the family of “spokescandies” (candy mouthpieces), christened Purple (purple). This was the third female character in the strip, after Green (green) and Brown (brown), created, according to M&M’s, “to represent acceptance and inclusion”. Purple notably symbolizes support for the LGBTQ community and the expression of homosexuality.
Purple’s arrival had sparked criticism, with netizens blaming Mars Wrigley, parent company of M&M’s, for politicizing chocolate candies.
According to them, the M & M’s characters had become “woke”a word that designates activism against all forms of discrimination and exclusion targeting one or more minorities.
The word “woke” arouses passions. We explain its origins
The controversy rebounded at the beginning of January with the marketing of a special limited edition pack which contained only the three colors of the female characters, green, brown and purple.
The “M&M’s ‘woke’ are back”rose up, shortly after the announcement, Tucker Carlson, one of the star presenters of the Fox News channel, known for the very conservative positions of several of its stars.
He mentioned, in a mocking tone, that Green was “maybe lesbian” and that Purple was “obese”in reference to its oval rather than round shape, similar to that of M & M’s containing a peanut.
Mascots replaced by Maya Rudolph
In January 2022, Tucker Carlson had already taken up the subject to criticize M&M’s having replaced Green’s white boots with sneakers, which made her “less sexy”. Referring to these changes, M & M’s explained, in a message posted on Twitter Monday, that it did not expect them to “shake up the internet”.
“But now we understand”added the confectioner, “even a candy’s shoes can spark polarization”. Gold “It was the last thing we wanted, because our goal is to bring people together”said M & M’s.
“As a result, we have decided to put the characters on hiatus for an indefinite period of time”, the company announced. The animated creatures will be replaced, in the new advertising campaigns, by the actress and humorist Maya Rudolph.
