Move over, Yellow, Red and Green: Maya Rudolph is replacing the iconic M&M鈥檚 鈥渟pokescandies鈥� after the candy-coated chocolates brand inadvertently sparked backlash last year by changing its green mascot鈥檚 high-heeled boots to 鈥減olarizing鈥� sneakers.
The pivot comes ahead of the candy鈥檚 Feb. 12 Super Bowl LVII commercial and capitalizes on the surprising culture war from early last year. That鈥檚 when the story made its way to Fox News, where opinion host Tucker Carlson harangued M&M鈥檚 parent company Mars Inc. for its 鈥渨okeness鈥� after it updated Green鈥檚 鈥渟exy鈥� footwear and rebranded its other colorful characters to be more inclusive and diverse.
The Mars Wrigley candy, established in 1941, on Monday embraced the controversy anew and turned the old viral debate into a strategically timed marketing opportunity. Recognizing that its overhaul managed to 鈥渂reak the internet,鈥� the company said it had 鈥渄ecided to take an indefinite pause from the spokescandies.鈥� Instead it chose 鈥渁 spokesperson America can agree on鈥� 鈥� the 鈥渂eloved鈥� Rudolph 鈥� to take their place.
Images of the colorful mascots, who debuted in the 1960s and got the CGI treatment in the 1990s, still appear on the statement, leading many to believe that their 鈥減ause鈥� might not last very long and Monday鈥檚 announcement that could just be part of a bigger campaign.
And fans of the spokescandies were not happy.
鈥淭his has to be a PR stunt. Please tell me it is,鈥� an Instagram user wrote in the announcement鈥檚 comment section.
鈥淵鈥檃ll are gonna let Fox News ranting about sexy candy control your mascots?鈥� added another.
鈥淭he spokes candies are literally your brand,鈥� another user wrote.
鈥淲orst marketing decision ever,鈥� said another.
Meanwhile, Rudolph will be acting as the brand鈥檚 鈥淐hief of Fun鈥� and 鈥渨ill use her comedic talents and captivating personality to help M&M鈥檚 build on its mission to create a world where everyone feels they belong,鈥� the brand said in a statement.
The Emmy-winning 鈥淪aturday Night Live鈥� alum, who will appear in the M&M鈥檚 Super Bowl ad, said she鈥檚 鈥渢hrilled鈥� to be working with the company.
鈥淚 am a lifelong lover of the candy and I feel like it鈥檚 such an honor to be asked to be part of such a legendary brand鈥檚 campaign,鈥� the 鈥淟oot鈥� and 鈥淏ridesmaids鈥� star told today.com. 鈥淚t鈥檚 a very fun pairing, if I do say so myself. I think little Maya would be thrilled to get to work with M&M鈥檚.鈥�
鈥淚 was already the person that likes to watch the Super Bowl for ads, so I feel like, 鈥榃ow, now I get to be a part of that moment!鈥欌�� she told People.
Actually, Rudolph is no stranger to the high-profile Super Bowl commercial blitz. In 2021, she starred in Klarna鈥檚 big-game debut as four quarter-sized singing cowboys to promote the pay-in-installments service.
The comedian has also served as a spokeswoman in routine ads for the Sling TV streaming service and green-products company Seventh Generation.
