Understand why criticism of the ‘lesbian’ character made M&M’s suspend campaign with mascots

THE M&M’s released a statement, this Monday, 23, saying that they will suspend the campaign with mascots. The measure comes after the chocolate brand, in 2022, received criticism for renewing the Green M&M and launching a new purple character in honor of International Women’s Day. “Last year we made some changes to our beloved spokespersons. We weren’t sure anyone would notice. And we definitely don’t think this would break the internet.” Next, the brand says that due to the changes being polarized, it decided to suspend the campaigns with the mascots. “We have decided to take an indefinite break from spokespersons,” he announces. Meanwhile, Mars, responsible for M&M’s, decided to choose comedian and actress Maya Rudolph to represent the product. “We are confident that Rudolph will champion the power of fun to create a world where everyone feels like they belong,” explained M&M’S in a statement. In light of the controversy, M&M’s released new looks for their anthropomorphized chocolate characters. The aim was to reach more young consumers. The changes were few. However, the upgrade in Green’s shoes from high boots to sneakers has drawn criticism from customers on social media. They said that the character had lost its main characteristic. “Even a sweetie’s shoes can be polarizing. It was the last thing M&M’s wanted, as our goal is to unite people”, reinforced the brand. The situation became even more turbulent when M&M’s launched, in September 2022, a new female character, “Purple”, to make the group of spokespersons more inclusive. She was deployed as part of the brand’s limited edition pack of purple, brown and green chocolate in honor of International Women’s Day. With that, new criticisms emerged. Now, M&M’s has decided to suspend campaigns with mascots.

A message from M&M’S. pic.twitter.com/EMucEBTd9o

— M&M’S (@mmschocolate) January 23, 2023