M&M's Super Bowl commercial: Inside the candy's 2023 return with Maya Rudolph, controversial rebrand. M&M's is undergoing a rebrand in 2023.

Sign up to track 137 nationally aired TV ad campaigns for M&M's, a Super Bowl advertiser. In the past 30 days, M&M's has had 2,747 airings and earned an airing rank of #406 with a spend ranking of #61 as compared to all other advertisers.

Since Hershey's was supplying chocolate to soldiers, it needed a way to keep it from melting in tropical climates during the war. The solution: M&M's patented candy coating. The candy became a hit with soldiers for their convenience and mobility.

The candy brand announced that Maya Rudolph would replace its promotional cartoon characters, which have been the focus of a partisan backlash. A controversy erupted when M&M's made changes to its roster of characters and to the shoes they wear.

The candy brand announced that Maya Rudolph would replace its promotional cartoon characters, which have been the focus of a partisan backlash. A controversy erupted when M&M's made changes to its roster of characters and to the shoes they wear.

M&M's Super Bowl commercial: Inside the candy's 2023 return with Maya Rudolph, controversial rebrand. M&M's is undergoing a rebrand in 2023. It dropped its famed "spokescandies" after public outcry (seriously) regarding the likenesses of the longtime mascots.

M&M's characters

M&Ms were first sold in 1941, and the characters arrived on the scene in 1954. Old M&Ms commercials starred Red and Yellow, representing regular and peanut M&Ms. In the late 1990s, new characters were added to the mix. Brown, the most recent addition, joined the crew in 2012.

On Jan. 24, Mars, Incorporated - the company that owns the M&M's brand - told the world that their iconic mascots would be replaced by comedian Maya Rudolph. The company said it was due to criticism of the brand getting “too political,” thanks to their controversial makeovers of the mascots last year.

In January 2022, the brand replaced the green M&M's heels with flats and swapped the brown M&M's stilettos for lower heels. M&M's says it is abandoning its colorful candy mascots because they are too “polarizing” for Americans to handle these days.

M&M's became the focus of a partisan backlash after the brand made a number of stylistic tweaks to its cast of “spokescandies” last year. In January 2022, the brand replaced the green M&M's knee-high boots with flats and swapped the brown M&M's stilettos for lower heels.

M&M's Caramel Cold Brew M&M's Caramel Cold Brew, which is rolling out nationwide in February 2023, boasts the same signature milk chocolate and colorful candy shell but with a smooth, robust taste of coffee and sweet caramel.