After his mascot refresh controversy last year, M&M’s announced on Monday it was taking an “indefinite hiatus” from using its candy-coated mascots, saying the “last thing M&M’s wanted” was to be “polarizing”.
M&M’s said in a tweet that he instead taps actor Maya Rudolph as a spokesperson, someone the brand has said “America can get along on.”
Representatives for Rudolph did not immediately respond to a request for comment.
Rudolph told TODAY.com that she’s “thrilled” to represent the brand in a Super Bowl commercial on Feb. 12.
“I’ve been a lifelong candy lover and feel like it’s such an honor to be asked to be part of such a legendary brand’s campaign,” Rudolph said.
A spokesperson for M&M’s has confirmed Rudolph’s first appearance as a spokesperson during Super Bowl LVII.
Rudolph’s new role “will allow the colorful cast of M&M’s spokespersons to step away and embrace a new path to pursue other passions,” the M&M’s spokesperson said.
M&M’s “spokespeople” have drawn the ire of right-wing outlets like Fox News in recent weeks after the company announced a new “Overturn the status quocampaign. The campaign raised funds to support women in the creative industries and featured limited edition candy bags featuring the three “female spokespersons”.
Tucker Carlson, Fox News host railed against “woke M&Ms” on a recent show. He made similar complaints about the candy last January after M&M’s announced a new, inclusive look.
The M&M’s spokesperson did not directly address the Fox News backlash, but said “the brand’s decision is not a reaction but rather an endorsement of our M&M’s brand and has been in the works for some time. “.
In its Monday statement, M&M’s said it “certainly doesn’t think it will break the internet.”
“But now we get it — even candy’s shoes can be polarizing,” the brand wrote. “Which is the last thing M&M’s wanted since we all want to bring people together.”
The brand said it was “confident” that Rudolph “will champion the power of pleasure to create a world where everyone belongs.”
Many responded to the online ad with shock and disappointment.
“They fired the M&Ms”, a user wrote.
“Give me back my sexy green m&m,” wrote another user.
Some fans liked the change in spokesperson, while others felt M&M’s should have chosen a different celebrity.
“Replacing all-female M&M spokespersons with Maya Rudolph is next-level trolling,” one person said. wrote.
“Maya Rudolph is a living legend, but I’m really curious if they thought of Eminem because…well…you know.” another said.
Others online quickly caught the Super Bowl tie.
“It was Jan 23 that they literally murdered Mr. Peanut on Jan 22, 2020, that’s an obvious mix of water for a bad Super Bowl publicity plan,” one user said. wrotereferring to when The planters said Mr Peanut died during a pre-Super Bowl commercial in 2020.