Fans of the M&M’s characters can relax - they will be back after the Super Bowl.
In the meantime, actress and musician Maya Rudolph is starring in the brand’s Super Bowl ad and the characters are “exploring their outside passions.”
“... the beloved M&M’s spokescandies have been enjoying the opportunity to explore their outside passions in advance of their return to their long-term and official roles after Super Bowl LVII. The spokescandies have relished in new activities, reflective of their unique personalities, staying true to the M&M’S mission of bringing people together through fun and belonging.”
Last week, M&M’s announced the spokescandies would be “taking an indefinite pause” while Rudolph changed the name of the candy to Ma&Ya’s and put her face on the outer shell of the candy.
And, it was revealed that Yellow landed a job as a spokescandy for Snickers candy bars.
The brand had introduced the Purple character last year and then earlier this year a bag of the candy featuring the female characters was released.
Last week, M&M’s said, “America, let’s talk. In the last year, we’ve made some changes to our beloved spokescandies. We weren’t sure if anyone would even notice. And we definitely didn’t think it would break the internet. But now we get it - even a candy’s shoes can be polarizing. Which was the last thing M&M’s wanted since we’re all about bringing people together.
Therefore we have decided to take an indefinite pause from the spokescandies. In their place, we are proud to introduce a spokesperson America can agree on - the beloved Maya Rudolph. We are confident Ms. Rudolph will champion the power of fun to create a world where everyone feels they belong.”
All the whiplash appears to be part of the brand’s Super Bowl LVII ad campaign.
“The M&M’s Brand is known for humor and colorful fun, entertaining fans while on a mission to create a world where everyone feels they belong – a world for all funkind.
This year’s Super Bowl LVII campaign continues to bring the fun with unexpected plot twists and humorous scenarios, designed to surprise and delight fun-loving fans leading up to and during the Big Game.”
Case in point - the brand said Rudolph has introduced “her biggest and most brackish innovation to date” - MaYa’s will now be filled with “chewy, chunky clams.”
Until the Super Bowl on Feb. 12, 2023, M&M’s said the character candies are enjoying “new activities, reflective of their unique personalities, staying true to the M&M’S mission of bringing people together through fun and belonging.”
Yellow, of course, is working for Snickers. Orange is a meditation consultant on Spotify. Brown is a guest host on Cheddar News (watch at 9:30 a.m. ET on Feb. 3). Purple is working with vocal coach Cheryl Porter to create music on TikTok and Instagram. Blue is a sports commentator. Red is selling M&M’s collectibles on eBay and Green has partnered with Jazerai Allen-Lord to create a sneaker design.
M&M’s said its ad will air during the third commercial break in the second quarter of the Super Bowl.
The brand fans “will get to experience the full Super Bowl LVII campaign storyline, as part of the global brand refresh and focus on purpose that launched in January 2022.”