In the latest bizarre business decision made by a major corporation, M&Ms have made an attempt to be more woke. If you haven’t already seen the online discourse, Mars Inc. announced an M&M redesign on January 20, in which the six M&M characters (you know, the red one that’s kind of creepy, the green one that’s obviously the best, the… other ones) are being rebranded to fit in in a “more dynamic, progressive world.” Based on the side-by-side images of the old and new mascots, a more dynamic, progressive world apparently includes sneakers with laces.
You’d think this wouldn’t be a big deal, but the Internet has a bone to pick with Mars for their desexualization of the women-coded M&M mascots (this sentence would kill a Victorian child, BTW). Gone are the fun go-go boots that Green used to wear! Gone are the girlboss stilettos that Brown used to rock! Now, Green is wearing regular tennis shoes, and Brown’s heels have been lowered to a “more sensible height,” as People put it.
According to CBS, Mars apparently said that Green’s sneakers are meant to “reflect her effortless confidence” and help her become “better represented to reflect confidence and empowerment, as a strong female, and known for much more than her boots.”
First of all, what? Second of all, what?
I understand that there’s been a trend toward desexualizing female characters, but considering she’s a mascot who’s there to sell candy, does she need to be known for more than her boots? Why are we even gendering go-go boots? Does the existence of a sneaker-wearing green M&M imply the existence of an inspiring backstory and triumph over sexism, where the boot-wearing M&M failed to do so? It’s not like young girls are looking up to Green as a role model. Like, she’s still a corporate pawn.
Yes, Mars found themselves in hot water for sexifying the green M&M when her trademark boots first appeared. But that was 1997, and this is 2022. And in our “dynamic, progressive world,” we know that girls can wear sexy things and still be “strong females” (Mars gets no points for that wording). This whole thing just feels like Mars’s version of that “girl reading book debimbofication” meme.
If you’re curious if anyone actually cares that much what kind of M&M personalities appear in the commercials, you’ll be surprised to know that they very much do. There have been Twitter memes. There have been thinkpieces on how the green M&M is a feminist icon, actually — boots included. Needless to say, Mars’s rebrand isn’t exactly the step forward for social change they probably envisioned it being.
I do also have to call out the rebrand of the orange M&M as “the most relatable character with Gen Z,” according to Mashable. Does he watch Euphoria? Does he hate overconsumption and capitalism? Nope! He’s just… really anxious, to match with “the most anxious generation.” While I’m here for him prioritizing his mental health and accepting himself, I just can’t handle companies capitalizing on Gen Z’s anxiety as a marketing ploy. Be more like Duolingo, would you?
All in all, I give this redesign one of those “you tried” star memes. Rest in peace, go-go boots. Gone but never forgotten.