The Fox News host Tucker Carlson has delivered a bizarre on-air rant about the decision to make M&M's 'less sexy'. Watch it below:
Parent company Mars Incorporated said it aimed to give the M&M's characters 'more nuanced personalities to underscore the importance of self-expression and power of community through storytelling'.
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The changes aren't all that dramatic - the company has lowered the height of the brown M&M's heels, while the green M&M has ditched her go-go boots for a pair of 'cool, laid-back sneakers to reflect her effortless confidence'.
However, in a segment on Friday (21 January), the 52-year-old presenter wasn't best pleased with the new campaign.
Carlson said that M&Ms wouldn't be happy 'until every last cartoon character is deeply unappealing and totally androgynous'.
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He added: "Until the moment you wouldn’t want to have a drink with any one of them.
"That’s the goal. When you’re totally turned off, we’ve achieved equity."
The bizarre rant was met with confusion on Twitter.
One user joked: "Does Tucker Carlson know you don’t actually have sex with the M&M's?"
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Another commented: "JFC the man is worried about candy?
"He’s politicising candy?"
While author and Vox senior correspondent Ian Millhiser joked the campaign was purposely put in place to wind up the TV presenter and drive publicity.
He tweeted: "Whichever M&M's marketing exec came up with the idea to bait Tucker Carlson into ranting about M&M is getting a raise."
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Cathryn Sleight, Chief Growth Officer at Mars Wrigley said: "M&M'S has long been committed to creating colourful fun for all, and this purpose serves as a more concrete commitment to what we've always believed as a brand: that everyone has the right to enjoy moments of happiness, and fun is the most powerful way to help people feel that they belong.
"As one of the world's most iconic candy brands, who better to commit to a world with more moments of fun by increasing a sense of belonging around the globe than M&M'S?"
Jane Hwang, Global Marketing Vice President, said: "From new product innovations to brand campaigns, our evolved characters and our experiential retail stores, we'll incorporate colourful visuals, inclusive messaging and our purpose into all we do to prove that all together, we're more fun.
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"In fact, this purpose is already on full display at the new M&M'S store in Berlin, which features multiple languages on signage as an invitation to all and our most diverse Associate base that celebrates those from different cultures, backgrounds and generations."
Featured Image Credit: AlamyTopics: News, Food And Drink, US News