Accused of "wokisme", the confectioner M&M'S gives up its animated creatures
The American conservative right believes that the characters used by the M&M'S brand to advertise chocolate candies are politicized.
AP - David Zalubowski
Text by: RFI Follow
1 min
Considered too politicized by the conservative right in the United States and by many Internet users, the animated characters used by M&M'S in its advertisements have fueled a controversy.
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In the crosshairs of detractors, the famous M&M'S Purple (Purple) which symbolizes support for the LGBTQ+ community.
She is the third female character in the strip, along with Green, (Green) and Brown, (Brown) who represent acceptance and inclusion.
In early January, a limited-edition bundle that only contained the colors of the female characters: green, brown, and purple sparked an uproar.
The candy Green had recently been singled out for swapping his go-go dancing boots for comfortable sneakers.
We're celebrating women across the country who are flipping the status quo!
Help us shine the spotlight by nominating a woman in your life who is breaking barriers and paving a new path.
Head to https://t.co/fgwVEG4joI to learn more!
pic.twitter.com/YRxOXvPhXb
— M&M'S (@mmschocolate) January 5, 2023
Critics accuse Mars Wrigley, the parent company of M&M'S of "wokism", that is to say of activism to denounce discrimination against minorities.
In order not to lose market share, the century-old confectioner has therefore decided to give up its convictions.
For now.
In a statement, the brand explains that it has "
understood
" that "
even candy's shoes can cause polarization
".
But, adds the brand, "
that's the last thing we wanted, because our goal is to bring people together
."
A message from M&M'S.
pic.twitter.com/EMucEBTd9o
— M&M'S (@mmschocolate) January 23, 2023
From now on, the brand's advertisements with animated creatures will be replaced by actress and humorist Maya Rudoph.
A decision, also criticized, and double-edged.
Surveys show that 87% of people, especially young people, are interested in brands that uphold the values they believe in.
In 76% of cases, they even boycott the products or services of companies that support a cause contrary to their beliefs.
🇺🇸 The animated characters of M&M'S, the famous colorful candies coated in chocolate, are deemed too #woke by the American conservative right.
🎧 Details @arigaffuri #RFImatin👇 pic.twitter.com/FURsD2O1AQ
– RFI (@RFI) January 24, 2023
To promote inclusivity, M&MS decides to market a special package where only female "star candies" appear on the wrapper and inside.
A limited edition.
This is the straw that broke the camel's back at Fox News and Tucker Carlson.
pic.twitter.com/z6L4eanUXn
— Théo Laubry 🇺🇸 (@TheoLaubry) January 23, 2023
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