M&M’s will indefinitely remove “talking candy” from its ads. The reason was the ambiguous reaction to the changes in their appearance and characters. The Wall Street Journal reports it.
Red and yellow, the prototypes of which appeared in the 1950s, will disappear from advertising. The brand will be represented by comedian and actress Maya Rudolph. She will star in a new commercial that will premiere in February. However, the “talking candies” will continue to be used on the brand’s social media accounts.
“Over the past year, we’ve made a few changes to our favorite talking candy. We weren’t sure if anyone would notice. And we definitely didn’t think it would blow up the internet. But now we get it, even cuddly shoes can be divisive. This is the last thing M&M’s wanted as we all strive to bring people together,” the brand explained.
In January 2022, Mars announced changes to the heroes’ appearances and characters. Company representatives tried to modernize their appearance in order to emphasize the “importance of self-expression.” In particular, Red had to start treating others better and Orange had to start accepting himself.
The company has also dropped gender terms like “Miss and Mister.” Two female characters, Green and Brown, wore gender-neutral shoes. Green had shortened legs and instead of high-heeled boots she wore sneakers, and Brown wore shoes with lower heels.
Previously, adidas Originals introduced a capsule sneaker collection created in collaboration with M&M’s. Together they reinvented the Forum Low 84.