{"id":72298,"date":"2023-02-13T11:34:07","date_gmt":"2023-02-13T10:34:07","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=72298"},"modified":"2023-02-13T11:34:10","modified_gmt":"2023-02-13T10:34:10","slug":"mms-maken-comeback-na-rel-reclame-in-socialemediatijden","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/food\/mms-maken-comeback-na-rel-reclame-in-socialemediatijden\/","title":{"rendered":"M&#038;M\u2019s maken comeback na rel: reclame in socialemediatijden"},"content":{"rendered":"\n<p>Wat doe je als je merkmascottes plots door conservatief Amerika worden verketterd? Het overkwam <strong>Mars <\/strong>met zijn bekende <strong>M&amp;M<\/strong>-figuurtjes. Voor het antwoord keek iedereen uit naar de Super Bowl. Maar speelt TV nog wel mee?<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">M&amp;M verdwijnt volledig<\/h2>\n\n\n\n<p>Hoe chocoladesnoep een politieke rel kan veroorzaken? Laat het aan rechts Amerika over. M&amp;M kreeg het halve internet over zich heen, toen de conservatieve nieuwszender Fox News zich <a href=\"https:\/\/www.retaildetail.be\/nl\/news\/food\/mm-figuurtjes-verbannen-in-de-vs-na-woke-rel\/\" target=\"_blank\" rel=\"noreferrer noopener\">druk maakte over de vernieuwde M&amp;M-figuurtjes<\/a>. In een campagne kreeg de groene M&amp;M sneakers aan in plaats van haklaarsjes, terwijl ook een paarse M&amp;M werd toegevoegd. Dat nieuwe personage staat voor holebirechten en inclusie. Schandalig \u2018woke\u2019, vonden ze bij Fox, waarna een storm volgde op sociale media.<\/p>\n\n\n\n<p>M&amp;M reageerde uiteindelijk met een schijnbare capitulatie: de M&amp;M-figuurtjes zouden verdwijnen en in plaats daarvan werd de Amerikaanse actrice Maya Rudolph het nieuwe gezicht van de chocoladedragees. In de afgelopen weken verscheen de nieuwe ambassadrice al meermaals in online reclamespots. Ze zette het merk ook meteen naar haar hand: voortaan werden M&amp;M&#8217;s Ma&amp;Ya&#8217;s, met haar eigen gezicht op de snoepjes. M&amp;M gaf ook <a href=\"https:\/\/edition.cnn.com\/2023\/02\/12\/business\/m-and-ms-super-bowl-commercials-campaigns\/index.html\" target=\"_blank\" rel=\"noreferrer noopener\">updates over de inmiddels werkloze personages<\/a>, zag CNN: de gele M&amp;M meldde bijvoorbeeld dat hij nu Snickers probeerde te vertegenwoordigen.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Snoep met mosselen<\/h2>\n\n\n\n<p>Het was vooral een lange aanloop naar d\u00e9 reclamehoogdag van de Verenigde Staten: de Super Bowl. Al op voorhand was geweten dat Mars miljoenen dollars had uitgetrokken om M&amp;M een reclamespotje bemachtigen op dat zo gewilde mediamoment. M&amp;M zou een definitief statement maken, zoveel leek duidelijk. Tot televisiekijkend Amerika de reclame zondag te zien kreeg\u2026 De reactie blijkt al even bizar als de premisse. Of oordeelt u gerust zelf: <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.youtube.com\/watch?v=kV2ARgWiGok\n<\/div><\/figure>\n\n\n\n<p><br>Pas na de Super Bowl kwam M&amp;M met het \u00e9chte nieuws naar buiten: een persbericht en een heel kort spotje waarin de personages <a href=\"https:\/\/www.youtube.com\/watch?v=bv0vPHWIX8U\" target=\"_blank\" rel=\"noreferrer noopener\">op een &#8216;persconferentie&#8217; hun comeback aankondigen<\/a>. \u201cVoor altijd terug\u201d, klinkt het nu. Zelfs de verguisde paarse M&amp;M is weer van de partij. Het merk laat ook weten nog meer te zullen doneren aan vrouwen die veranderingen teweegbrengen. Over de andere thema\u2019s spreekt het chocoladesnoep zich momenteel niet uit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">De vraag van 7 miljoen<\/h2>\n\n\n\n<p>Een succesvolle campagne of niet? De tijd zal het uitwijzen, maar duidelijk is al wel dat de televisiereclame slechts een klein \u2013 maar duur \u2013 onderdeeltje is van het grotere geheel. De Super Bowl-spot op zich, waarvan de zendtijd alleen al zo\u2019n 7 miljoen dollar kost volgens CNN, werd voorafgegaan aan een wekenlange onlinecampagne en ook de eigenlijke ontknoping volgde pas achteraf, online.<\/p>\n\n\n\n<p>De bevreemdende spot doet mensen bovendien bewust naar hun smartphone grijpen. Op de vraag waar dit in godsnaam op slaat, konden alleen het internet en sociale media antwoorden. In plaats van een climax diende de televisiespot dus louter om online buzz te cre\u00ebren en mensen verder de trechter in te leiden. Dat was M&amp;M echter niet gelukt v\u00f3\u00f3r de Super Bowl (de nieuwe Ma&amp;Ya\u2019s of werkloze M&amp;M\u2019s kregen weinig animo), hopelijk lukt het dus wel nadien.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Wat doe je als je merkmascottes plots door conservatief Amerika worden verketterd? Het overkwam Mars met zijn bekende M&#038;M-figuurtjes. Voor het antwoord keek iedereen uit naar de Super Bowl. Maar speelt TV nog wel mee?<\/p>\n","protected":false},"author":5,"featured_media":71018,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18],"tags":[],"people":[],"extra":[43],"company":[564],"topic":[488],"region":[207],"class_list":["post-72298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food","extra-plus","company-mars","topic-marketing","region-verenigde-staten"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>M&amp;M\u2019s maken comeback na rel: reclame in socialemediatijden - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Mars kwam in een mediastorm met zijn M&amp;M-figuurtjes. 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