Sneakers instead of high heels: M&Ms are now "politically correct"

Timo LokoschatArea:Topics:

The US group Mars wants to make the talking sweets in M&M's advertising "more progressive and contemporary" in the future.

For example, one of the female chocolate lenses is now wearing sneakers instead of high heels to reflect "self-confidence and self-confidence as a strong woman," the company says.

Goal: make the lens more "representative" for the female target group.

After all, what woman doesn't identify with a candy made of sugar, cocoa mass and skimmed milk powder? (Warning, irony!)

The chocolate lentils should no longer have just one "body size" - to create more respect for the diversity of body shapes. In addition, the gender of the lenses fades into the background in order to emphasize the “nuanced personality” more.

It is about strengthening the feeling of togetherness and the idea of ​​inclusion. The brand's "tone" should become "more inclusive, welcoming and unifying," according to Mars.

A taster: "I think we all win by seeing more women in leading roles, so I'm happy to take on the role of a supportive friend."

Who says that? The green M&M.

Marketing expert Allen Adamson from the US company Metaforce thinks the overhaul of the characters is a "good idea", but it is also an example of the growing concern of the companies to offend consumers in any way. You may have thought too much at once.

Marketing consultant Laura Ries sneers: "I don't think there was a general outcry about the sexualization of M&Ms. It's just M&Ms.”

The candy was first sold in the US in 1941, and the talking characters were added in 1954. The name "M&Ms" stands for "Mars & Murrie's" - after Forrest E. Mars (1904-1999), the inventor of the M&M's, and his business partner Bruce Murrie.

Your data security when using the share function In order to share this article or other content via social networks, we need your consent for this purpose of data processing