January 27, 2023

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Targeted by the American Right | M&M’S is ditching its alphabet

(New York) Candy maker M&M’S has stopped using in its ads, and until further notice, the famous characters reminiscent of the shape of its chocolate candies, criticized by a section of the American conservative right, politicizing them.


The affair began in September with the launch of a new member of the “Sposcandis” (Candy Spokespersons), christened Violet (Violet) family.

It is the third female character created to “represent acceptance and inclusion,” according to M&M’S, after Green and Brown.

Purple specifically represents support for the LGBTQ community and the expression of homosexuality.

Purple’s arrival sparked criticism, with netizens accusing M&M’s parent company Mars Wrigley of politicizing the chocolate candy.

For them, the letters M & M’S were “awakened”, a term that refers to activism against all forms of discrimination and exclusion aimed at one or more minorities.

In early January, controversy reignited with the marketing of a special limited edition featuring only female characters in three colors: green, brown and purple.

“M & M’S ‘woke’ are back”, protested Tucker Carlson, one of the star anchors of Fox News Channel, known for the more conservative positions of many of its stars, shortly after the announcement.

In a mocking tone, he said green was “a lesbian” and purple was “fat”, referring to its oval rather than round shape and M&M’s resemblance to peanuts.

In January 2022, Tucker Carlson had already accused M&M’s of replacing Green’s white boots with sneakers, which made him “less attractive”.

Referring to the changes, M&M’S explained in a post on Twitter on Monday that they don’t expect to “turn the internet upside down.”

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“But now we have discovered,” added the confectioner, “that even the shoes of the confectioners can induce polarity. »

However, “that’s the last thing we wanted, because our goal is to bring people together,” M&M’S said.

“Therefore, we have decided to put the characters on hiatus indefinitely,” the company announced.

The animated creatures will be replaced by actress and comedian Maya Rudolph in the new ad campaign.