Big changes for M&Ms? For years, they've been melting in your mouth, not in your hand — and
now they're getting a bit of a makeover, at least where branding is concerned.
Of course, we're talking about M&M's, the iconic, bite-sized chocolate gems with colorful candy
shells and a white "m" stamped on each and every piece. Since their debut in 1941, M&M's have
had a massive impact in the confectionery world, launching a number of different beloved varieties,
being incorporated into recipes for cookies and other baked goods, and even becoming the first
candy to be eaten by astronauts in space, according to the official M&M's website.
Like many brands that were introduced during the Golden Age of Advertising,
the candy has its very own mascots, all of which represent different flavors of the treat. By 2012,
the six colorful M&M's that consumers have become familiar
with have graced advertisements together and developed distinct personalities.
The widely recognizable, oftentimes humorous "spokescandies" — including the snarky,
know-it-all Red, the dull-witted Yellow, the paranoid Orange, the sultry Green, the posh Brown,
and the confident Blue — have appeared in ads for a while. But much to the shock of some fans,
this animated cast of saccharine characters has undergone makeovers.
The mascots of the legendary candy brand, which is owned by Mars, Incorporated,
will undergo a new look in an effort to promote inclusivity, according to a press release.
Mars announced in a press release that the revived M&M's messaging plans to leverage
the "power of fun" to make fans feel a stronger sense of belonging. Included in the brand refresh
is a subtle modernization of the candy characters, including the uber-feminine Green changing out of
her classic high-heeled boots and into a pair of fashionable, Chuck Taylor-esque sneakers
and the mascots' arms and legs becoming a more "neutral" shade, per the New York Post.
According to Adweek, Mars' vision is to focus more on the characters' personalities.
The shapes and sizes of the actual candies will also differ to promote diversity.
The Global Vice President of M&M's told Adweek:
"M&M's is on a mission right now to create a world where everyone feels they belong. We took a deep
look at our characters, both inside and out, and have evolved their looks, personalities,
and backstories to be more representative of the dynamic and progressive world we live in."
But these changes have been met with criticism on social media.
Since the announcement, Twitter has been flooded with sardonic comments. The Daily Show tweeted:
"Finally, the change we've all been waiting for: M&Ms with more nuanced personalities."
"I'm all for representation where it matters, but not in the things that we eat."
Another fan joked:
"I am a single issue voter and my issue: KEEP THE GREEN M&M A HOT SEXY LADY."
The controversy over the M&M's characters' redesign has spilled
over from social media and now has news pundits up in arms, too. Per Insider,
Fox News personality Tucker Carlson has gone on the defensive,
claiming that the new M&M's candy characters appear less appealing. He's gone on record saying,
"M&M's will not be satisfied until every last cartoon character is deeply unappealing and
totally androgynous until the moment you wouldn't want to have a drink with any one of them."
Most of the blowback centers around the choice of shoes that the green and
brown candy mascots will now wear. But these decisions weren't made lightly,
and Mars has explained in a press release that the new shoes serve as just one stylistic
component that could help a modern shopping demographic relate to the candy characters.
On the other side of the M&M's conversation,
some critics wondered why the candies needed to have personalities in the first place.
Still, why anyone would be so upset about slight changes to fictional characters' appearances
is a bit of a mystery. But no matter what their marketing representatives are wearing,
M&M's will likely be enjoyed by generations to come.
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