Try to wrap your head around this one: Mars are releasing limited-edition packs of 'all-female' M&M's.
Yes, to celebrate International Women's Day this year, M&M's is shining a spotlight on their female characters - the Green, Brown, and Purple M&M's - and people aren't exactly sure how to react.
The limited-edition packs will feature 'flipped' pictures of M&M's 'female trio spokescandies', and will contain only green, brown, and purple pieces.
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You're welcome, women!
Explaining the thought-process behind this campaign, Gabrielle Wesley, the chief marketing officer of Mars Wrigley North America, said: “Women all over the world are flipping how they define success and happiness while challenging the status quo, so we’re thrilled to be able to recognise and celebrate them – and who better to help us on that mission than our own powerhouse spokescandies Green, Brown and Purple?”
Of course, most people will be familiar with the M&M's characters, their personalities and genders.
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There are Red and Yellow - the sarcastic one and the simple one, who appear most often in TV adverts for the candy.
Then Blue, 'the cool one' and Green, the first female M&M of the group who was previously known as 'the sexy one' - though Tucker Carlson will be the first to tell you that's not the case anymore.
Later, Orange, 'the nervous one' and Ms Brown, the second female M&M known as 'the bossy one'.
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And just a few months ago, M&M's announced their first new character in over a decade: Purple - a female peanut M&M.
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Sure, each colour candy has its own little personality, but customers think there's something a little unsavoury about separating the M&Ms and marketing them based on gender.
Mainly because: Who wants to think about what gender their chocolate is right before they put it in their mouth?
After Mars announced their new M&M campaign, people took to Twitter to share their thoughts.
"What does this even mean???" asked one confused user.
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"I have literally never felt less celebrated as a woman," tweeted a second.
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"Did marketing interns come up with this idea for a school project??" wondered a third.
And a fourth simply said: "We just want abortion rights."
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"Thank you for celebrating me as a woman (with biologically female…candy???)," one sarcastic tweet read.
And another jeered: "'Flipping the status quo' indeed, truly the girlboss power move we all asked for from (checks notes) mars incorporated."
Thankfully, that's not all that Mars are offering up for International Women's Day.
The company has promised that $1 from every pack sold - which would amount to a total of $500k - will go towards supporting women through their partnerships with She Is The Music and We Are Moving The Needle.
So, no pressure, but if you support women's rights then you'd better eat the female M&M's.
M&M's are also inviting customers to nominate women in their lives who they think are 'flipping the status quo' to receive $10,000 grants to further fund their work, and a chance to be featured on M&M's platforms. Ten winners will be announced on International Women's Day.
Topics: Food and Drink, News, Weird