(The Post Millennial) – On Thursday, the M&Ms brand announced an overhaul to the personalities of their company mascots. They want to modernize the characters in a way they believe will resonate more with today’s general public.
According to CBS, other changes to the brand include candies of all shapes and sizes, and shifting away from “prefixes” for individual character names to instead focus on “their personalities, rather than their gender.”
Popping in to say hi. Allow us to re-introduce ourselves if you’re new here! We’re M&M’S, the candy you know and love, but this space is all about fun. Together, we can use the power of fun to create a world where we all belong. #ForAllFunkind Learn more: https://t.co/lHVuyQkWan pic.twitter.com/klpe29JfBF
— M&M'S (@mmschocolate) January 20, 2022
King of the market in the United States, what did the Mars Corporation have to say in their press release announcement revealing the changes?
“M&M’S has been around for more than 80 years and this year the brand continues to evolve to reflect the more dynamic, progressive world that we live in. And as part of this evolution, built on purpose, M&M’S promises to use the power of fun to include everyone with a goal of increasing the sense of belonging for 10 million people around the world by 2025.”
The slogan for the new M&Ms campaign is “for all funkind.”
Mars also announced they’re starting a fund program that will ensure they keep in touch with their mission and “offer resources, mentorship, opportunities and financial support in the arts and entertainment space to help ensure people have access to experiences where everyone feels they belong.”
The news led to mixed reactions on social media.
“so much m&m discourse and i have yet to see anyone talk about the fact that the green m&m is a trans icon”
so much m&m discourse and i have yet to see anyone talk about the fact that the green m&m is a trans icon pic.twitter.com/fvWSMcEv11
— Kam Burns (@kamcburns) January 20, 2022
“orange will acknowledge his anxiety”
orange will acknowledge his anxiety pic.twitter.com/hNmcRbrwtX
— Nathan Allebach (@nathanallebach) January 20, 2022
“The green M&M, newly liberated from her white boots, lets loose. She talks social reproduction theory, how patriarchy and capitalism violently reinforce each other, and what a sexy lady M&M says about gender as a construct.”
Today on Fresh Air:
The green M&M, newly liberated from her white boots, lets loose. She talks social reproduction theory, how patriarchy and capitalism violently reinforce each other, and what a sexy lady M&M says about gender as a construct.
Stay with us.
— Danielle Kurtzleben (@titonka) January 20, 2022
“red m&m died on a peloton”
red m&m died on a peloton
— blaire erskine (@blaireerskine) January 20, 2022
“the yellow m&m will now post “step on me goddess” at the green m&m. the blue one believes in hyperborea”
the yellow m&m will now post “step on me goddess” at the green m&m. the blue one believes in hyperborea https://t.co/zd7kvMbYcY
— merritt k (@merrittk) January 20, 2022
In terms of people’s reactions to the news, the biggest surprise for the M&Ms Twitter account was the decision to give the green M&M sneakers to replace her previous white go-go boots. The way Rolling Stone framed the change was that the candy company was toning down the sexualization of the mascot.
The move for M&M’s social media branding comes after their campaign for the 2021 holiday season died down.