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A spokesperson for M&M’S is on pause; Maya Rudoplh is in

After sparking outrage by replacing M&M with green and launching a special bag featuring a new purple character in honor of International Women’s Day, M&M’S says it’s taking a step back from its candy rep. mine – something like that.

“Over the last year, we’ve made a number of changes to our beloved spokespeople,” chocolate candy brand said in a statement on Monday. “We’re not sure if anyone noticed. And we certainly don’t think it’s going to disrupt the Internet.”

The brand added that the changes have been so polarizing that “we have decided to take an indefinite pause on spokespeople.” Instead, Mars invited comedian and actress Maya Rudolph to represent the product.

“We are confident that Ms. Rudolph will champion the power of joy to create a world where people feel they belong,” M&M’S, which is owned by Mars, said in a statement Monday.

Gabrielle Wesley, marketing director for Mars Wrigley North America, said the partnership with Rudolph has “been going on for a while,” in an emailed statement to CNN.

“There are a lot of stories out there but let me say unequivocally that this decision is not a reaction but in support of our M&M’S brand,” Wesley said. “M&M’s original cast of colorful spokespeople is now pursuing other personal passions.”

That’s not to say the brand is ditching the sweet characters: “We’ll be sharing more about the spokesperson’s new pursuits over the next few weeks,” a spokesperson told CNN.

Rudolph will appear in the M&M’S Super Bowl commercial. Mars announced in December that it would be running an in-game ad. Online, some immediately guessed that the announcement was part of a Super Bowl campaign, while others criticized the brand for bowing to pressure. Even Merriam Webster weighed in, tweeting that “spokesman” is not in the dictionary.

M&M’S SPARKS DISPUTES

Last year, M&M’S announced a new look for all its anthropomorphized chocolate characters to make them more relevant to younger consumers.

Most of the updates are subtle. But Green’s change to shoes, from boots to sneakers, has sparked outrage on social media, with many complaining about the loss of the character’s signature look. A petition “keep the green M&M glamorous” has garnered more than 20,000 signatures. (M&M’S didn’t heed the plea, but noted in its statement Monday that “even the shoes of a candy can polarize,” adding that “is the last thing M&M’S does.” want because we all want to bring people together.”)

And then in September, M&M’S announced another change: A new female character, Purple, would join the lineup (but not the actual bag of candy) in another attempt to make the group speak. members become more integrated. Purple was recently rolled out as part of a limited edition pack of purple, brown, and green M&M’S – the colors of the women who spoke – in honor of International Women’s Day.

That move led to another set of criticisms.

“If this is what you need to be authentic, an M&M in a color that you think is feminist, then I worry about you,” said Fox News host Martha MacCallum, adding: added that the move encouraged China. “I think that makes China say, ‘Oh, well, keep focusing on that. Let’s continue to focus on giving people M&M’S their own color while we take over all of the M&Ms. mineral deposits around the world.'”

An image on the Fox show even calls the candy “waking up”.

Jane Hwang, M&M’S Global Vice President, previously told CNN that the response to Green’s change was “unprecedented” and that “we are absolutely overwhelmed.”

However, she said at the time, “now we know for sure that M&M’S is a cultural icon.”




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