M&M’s candy characters have long been a part of the company’s advertising strategy, whether in commercials with Santa or on dressed up for Halloween their packaging. But now, a new package featuring all female characters is sparking outrage.
Earlier this week, Mars, the candy maker that owns the M&M’s brand, announced the new packaging, which features the new Purple character, announced last year, as well as Brown and Green.
On the package, the three female characters are upside-down with the words “celebrate women everywhere who are flipping the status quo,” PRNewsWire reported.
The packages are already on sale. However, online, there has been a growing outrage over the statement being made.
Among those taking a shot at Mars are several Republican personalities like Ben Shapiro and numerous other right-wing groups.
Fox News anchor Martha MacCallum says the move from M&M’s isn’t doing anything but taking the focus away from actual issues like China.
“If this is what you need for validation, an M&M that is the color that you think is associated with feminism, then I’m worried about you,” MacCallum said Monday. “I think that makes China say, ‘Oh, good, keep focusing on that. Keep focusing on giving people their own color M&M’S while we take over all of the mineral deposits in the entire world.’”
However, the company has blocked out the noise from naysayers. According to Gabrielle Wesley, the chief marketing officer for Mars Wrigley North America, the candy maker is attempting to make a difference through its products.
“The M&M’s brand is on a mission to use the power of fun to create purposeful connections as we work to create a world where everyone feels they belong,” Wesley said in a press release.
There are three different flavors that chocolate lovers can choose from, including peanut butter, peanut, and classic milk chocolate.
Profits from the candy will be donated to organizations that Mars says are known for “uplifting and empowering women,” Mars shared. Among the organizations that will receive donations are the nonprofits She Is The Music and We Are Moving the Needle.
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