Mars pauses using M&Ms 'spokescandies,' enlists Maya Rudolph

Streaming HUBJanuary 24, 2023

NEW YORK (AP) – Mars says it is stopping using its trademark M&M’s spokespeople and has enlisted actor and comedian Maya Rudolph in its marketing efforts, including its Super Bowl ad campaign.

The news comes three weeks before M&M’s will return to the Super Bowl with an ad after sitting out last year. Mars has not revealed any other creative details about the ad.

The Super Bowl is advertising’s biggest stage, with big-name brands pulling out all the stops and paying millions for a 30-second ad in an effort to capture the attention of the more than 100 million viewers watching the game live . Many people spend millions on marketing campaigns before the big event.

Mars revamped M&M candies last year. Which are painted in red, green, orange, yellow, brown and blue to give them a more subtle personality. Green M&Ms eschewed high heels in favor of sneakers and brown candy opted for low heels instead of stilettos. Some fans were not happy with the changes and took to social media to complain.

In a post shared widely on social media on Monday, Mars said it is taking an “indefinite” pause on using spokespeople.

“Now we understand—candy shoes can be polarizing, too,” the statement read. “What was the last M&M’s thing because we’re all about bringing people together.”

Mars did not say how long the pause would last. Some compared the news to a publicity stunt the Planters tried in 2020, when it announced it was “killing off” its beloved spokesman, Mr. Peanut, before the game.

Steve Marino, principal director of ad agency Aloysius Butler & Clark, said, “The announcement that M&Ms are getting rid of their long-standing and (mostly) beloved mascots because of peer pressure is worth the news. ” “That being said, many brands use their Super Bowl moment as an opportunity to pull a publicity stunt. Remember when Planters pretended to get rid of Mr. Peanut? We’ll see if it’s real, Or just a thin candy shell.”

In the case of the Planters, the hoax did not go smoothly. Planters teased its Super Bowl ad about two weeks before the game, releasing a teaser in which the Mr. Peanut mascot appears to be killed. But when Kobe Bryant was killed in a helicopter crash, the marketing stunt suddenly seemed insensitive, so the Planters halted its pre-game advertising. The actual Super Bowl ad was relatively innocuous, featuring Mr. Peanutbutter appearing at a funeral. Planters are also returning to the Super Bowl this year with an ad featuring Mr. Peanut for the first time since 2020.

Super Bowl LVII will take place on February 12 at State Farm Stadium in Glendale, Arizona and will be broadcast on Fox.


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