Mars uses M&M’s ‘spokescandies’ to pause and enlist Maya Rudolph

Mars said it paused using its trademark M&M spokescandies and featured actors and comedians. Maya Rudolph Play a leading role in marketing efforts, including the Super Bowl advertising campaign.

The news comes three weeks before the M&Ms are advertised to return to the Super Bowl after missing it last year. Mars has not disclosed other creative details about the ad.

The Super Bowl is the biggest arena for advertising, with big brands doing everything in their power to pay millions for 30-second ads to capture the attention of the over 100 million viewers watching the game live. increase. Many companies spend millions more on marketing his campaigns towards big events.

Mars revamped its M&M candies last year. It consists of red, green, orange, yellow, brown and blue to give it a more nuanced personality. His M&Ms in green ditched high-heeled boots for sneakers, and Candy in brown opted for low heels instead of stilettos. Some fans weren’t happy with the changes and took to social media to complain.

In a post widely shared on social media on Monday, Mars said it was suspending its use of spokes candy “indefinitely.”

“Now we understand that. Even candy shoes can be polarizing,” the statement said. “M&M is all about bringing people together and this is what we wanted. It didn’t matter.”

Mars did not disclose how long the suspension will be. announced that he was “killing” Parson. peanuts before the game.

Steve Merino, chief creative director of ad agency Aloysius Butler & Clark, said: “It’s newsworthy that M&M has announced that it will dispose of its long-loved (for the most part) popular mascot under peer pressure. “That said, many brands are using the Super Bowl moment as an opportunity for a publicity stunt.Remember that Planters fake to get rid of Mr. Peanut? We’ll see if it’s just a candy shell or just a candy shell.”

For Planter, the ruse didn’t go seamlessly. The Planters released a teaser nearly two weeks before the game, teasing a Super Bowl ad that appears to show Mr. Peanut’s mascot being killed.but when kobe ​​bryant was killed in a helicopter crash, the Planters suspended their pre-match ads after their marketing stunt suddenly seemed insensitive. The actual Super Bowl ad was relatively inoffensive, with baby Mr. Peanut at the funeral. Planters will be returning to the Super Bowl this year for the first time since 2020 with an ad featuring Mr. Peanut.

Super Bowl LVII takes place February 12th at State Farm Stadium in Glendale, Arizona and will air on Fox.