The M&M’s Spokescandies Saga: A Sweet Strategy or a Sour turn?
Resocues link: https://digiday.com/marketing/the-retirement-of-mm-spokescandies-raises-questions-about-viral-marketing-edgy-content/
In an age where every brand move is scrutinized under the social microscope, M&M’s recent decision to retire its “spokescandies” after a backlash for being overly “woke” stirred a marketing cauldron that not many saw coming. The colorful candy characters, a mainstay of M&M’s branding for decades, found themselves at the center of a social media storm, leading to an unforeseen retreat and the introduction of comedic powerhouse Maya Rudolph as a new spokesperson.
Could M&M’s Have Avoided the Backlash?
The path to controversy began innocently enough, with a well-meaning campaign aimed at flipping the status quo and celebrating women’s empowerment. But when the “Flip the Status Quo” campaign was introduced, M&M’s may not have fully anticipated the polarization that could ensue. The question arises: could they have dodged this bullet? In hindsight, one could argue that any campaign touching on social issues in today’s divided climate runs the risk of becoming contentious. However, the brand’s historical position of fun, unity, and togetherness might have been better served by adopting a more universally accepted approach to empowerment, sidestepping overtly political connotations.
Where Does the Fault Lie?
Brands don’t operate in a vacuum, and the environment into which M&M’s launched its campaign was already bristling with political sensitivities and cultural fault lines. The fault, if it exists, is twofold: M&M’s perhaps underestimated the climate, while segments of the audience may have overreacted to what was essentially a candy company’s attempt at social commentary. It is also worth considering that the campaign’s criticism was significantly amplified by right-wing outlets, propelling the controversy beyond its organic reach.
How did the M&M’s Managing the Crisis?
M&M’s swift shift to introduce Maya Rudolph as a spokesperson was a clever sidestep from the flak it faced. By choosing a universally liked and non-controversial figure, the brand aimed to cool the tensions and bring the focus back to its core message of unity and fun. This move suggests a crisis management strategy that recognizes the volatility of the current social landscape and adapts accordingly. The choice to temporarily retire the spokescandies, however, was a double-edged sword that not only calmed down the immediate unrest but also set the stage for a broader discussion on the role of brands in social debates.
The Aftertaste: Help or Hindrance to the Brand Image?
The true impact of M&M’s strategy will unfold in time, but the current scenario presents a mix of both help and hindrance to the brand image. While the move placated detractors and maintained the brand’s lighthearted integrity, it also alienated some fans who viewed the “spokescandies” as harmless and iconic. Moreover, the suspicion that this might be a Super Bowl ad stunt could either be a stroke of genius — leveraging controversy for publicity — or a miscalculation if consumers feel manipulated by a marketing ploy.
In conclusion
The M&M’s episode is a cautionary tale of how brands navigating the waters of social issues can quickly find themselves in hot chocolate. The brand’s response, tactically sound for the moment, underscores the necessity for agility in modern marketing. As for the long-term effects on M&M’s brand image, they will depend on how the story is further sweetened or soured in the public eye. Only time will tell if this decision was a mere speed bump or a significant detour on the road of M&M’s storied advertising journey.
