M&Ms go woke
Sweet ad cast lose ‘sexy’ heels and have laces tied in PC makeover
WHETHER you wolf down orange ones by the handful, or are more partial to the green ones, the last thing likely to be on your mind as you tuck in is gender politics.
But now it seems even M&Ms have had a woke makeover.
The animated characters which appear in adverts for the chocolate treats have been reinvented in an attempt to promote inclusivity and reflect a ‘more dynamic, progressive world’.
Mars, which makes M&Ms, said that the makeover – including more emphasis on the logo’s ampersand – will emphasise the characters’ ‘nuanced personalities’ and update their look.
The six characters appearing in the ad campaigns are red, green, orange, yellow, brown and blue – to match the different coloured sweets in a pack of M&Ms.
The ever-anxious orange M&M – described by Mars as ‘one of the most relatable characters’ with younger customers – will now have tied shoelaces to emphasise his cautious nature.
The two female characters have been given new outfits, too.
The green M&M has swapped her signature stiletto boots for a pair of trainers after she was criticised for being ‘too sexy’. Mars said it wants her to be ‘better represented to reflect confidence and empowerment, as a strong female, and known for much more than her boots’.
In a question-and-answer page on the firm’s website, the green M&M says ‘we all win when we see more women in leading roles’.
Meanwhile, the brown M&M will no longer be known as Ms Brown – to put her personality rather than gender at the forefront – and will wear shoes with a lower heel.
Further changes include making the red M&M kinder, in a move away from his bullying persona.
It comes just a week after Marks & Spencer rebranded their Midget Gems as Mini Gems, following claims by a disability campaigner that their name could offend those with dwarfism.