Mars pauses using M&Ms 'spokescandies,' enlists Maya Rudolph
NEW YORK (AP) — Mars says it's pausing using its trademark M&M's spokescandies and has enlisted actor and comedian Maya Rudolph to star in its marketing efforts, including its Super Bowl ad campaign.
The news comes three weeks before M&Ms is set to return to the Super Bowl with an ad after sitting it out last year. Mars hasn't disclosed any other creative details about the ad.
The Super Bowl is advertising’s biggest stage, with big-name brands pulling out all the stops and paying millions for a 30-second ad in an effort to capture the attention of the more than 100 million viewers that watch the game live. Many spend millions more on marketing campaigns leading up to the big event.
Mars revamped the M&M candies last year. which are featured in red, green, orange, yellow, brown and blue, to give them more nuanced personalities. The green M&M ditched high-heeled boots in favor of sneakers and the brown candy opted for lower heels instead of stilettos. Some fans weren't happy about the changes and took to social media to complain.
In a posting widely shared on social media on Monday, Mars said it was taking an “indefinite” pause on using the spokescandies.
“Now we get it — even a candy's shoes can be polarizing,” the statement said. “Which was the last thing M&M's wanted since we're all about bringing people together.”
Mars didn't say how long the pause would be for. Some likened the news to a publicity stunt that Planters tried in 2020 when it announced it was “killing off” its beloved spokescharacter Mr. Peanut ahead of the game.
“M&Ms announcing that they’re getting rid of long-standing and (mostly) beloved mascots because of peer pressure is newsworthy,” said Steve Merino, chief dreative director at ad agency Aloysius Butler & Clark....