Colorful Candies and Crisis Control: M&M’s Digital Marketing Dilemma
In the ever-evolving landscape of digital marketing, brands often face unexpected challenges that can significantly impact their reputation. One such challenge is a social media crisis, which can erupt suddenly and requires real-time management to mitigate its effects. This article will examine a notable case from 2023 involving M&M’s.
M&M’s made headlines last year for redesigning its so-called “spokescandies” — most notably, changing the green M&M’s white go-go boots to sneakers. In 2023, M&M’s found itself in the midst of a significant social media crisis. The crisis erupted when M&M’s decided to retire its colorful candy mascots, which had been the face of the brand for years. M&M’s announced that it would take “an indefinite pause” from its “spokescandies,” deciding that the cartoon characters with arms, legs and minimal facial features were simply too divisive for a polarized America to take, and a human spokesperson would be introduced.
“America, let’s talk,” M&M’s conveyed in an official statement on Monday. “In the last year, we’ve made some changes to our spokescandies. We weren’t sure if anyone would even notice. And we definitely didn’t think it would break the internet.”.
These candy alterations were primarily designed to emphasize the personalities of the characters rather than their gender, as M&M’s initially explained. However, following the announcement of these changes, discussions and internet memes quickly proliferated, which was the last thing they wanted. Therefore, they’ve decided to take an “indefinite pause” from the spokescandies, and in their place, actress Maya Rudolph will become spokesperson.
Historically, the parent company of the brand, Mars, faced backlash over the provocative portrayal of the green M&M character. When the characters underwent a redesign, the green M&M received more than just a change of footwear; she and the brown M&M developed a warmer relationship, symbolizing “empowerment of women.” However, despite these well-intentioned adjustments, M&M’s alterations faced substantial criticism and garnered significant public notice. Right-wing commentators began criticizing the campaign, with Fox News host Tucker Carlson labeling them as “Woke M&M’s”, while TikTok users took issue with the notion that the character had to be depersonalized in terms of her sensuality.
However, opting for a brief hiatus for the beloved mascots faced its fair share of scrutiny from both enthusiasts and professionals in the branding field. There were even speculations about whether this was an intricately planned maneuver to exploit a minor online controversy with low stakes.
The question arises: could M&M’s have avoided this crisis? It’s hard to say. The brand was attempting to be more inclusive, which is generally a positive move. However, it seems they underestimated how polarizing these changes could be. While their intentions were good, they failed to anticipate the potential backlash. However, other circumstances, such as the current political climate and media commentary, also played a significant role in escalating the situation.
M&M’s managed the crisis by announcing a pause on their mascots and introducing a new face for the brand1. This move was met with mixed reactions. On one hand, their quick response showed that they were listening to their audience. On the other hand, some saw it as backing down from their values
The M&M’s social media crisis serves as a lesson for other brands. In an era where every move is scrutinized on social media, brands need to carefully consider their actions and be prepared for potential backlash. It also highlights the importance of real-time crisis management and maintaining a consistent brand image.
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