Hershey released a statement after angering critics with the company’s latest campaign.
On Instagram Thursday, the company said, “We value togetherness and recognize the strength created by diversity. Over the past three years, our Women’s History Month programming has been an inclusive celebration of women and their impact.”
The statement continues, “We appreciate the countless people and meaningful partnerships behind these efforts.”
Fae Johnstone, a transgender activist, sparked significant conversation on Twitter after posting the campaign with the comment, “Honoured to be featured in this campaign by [Hersheys] Canada for [International Womens Day] alongside 4 brilliant sisters and change-makers.”
In case you missed it:
The chocolate's out of the wrapper!
— Fae Johnstone, MSW (@FaeJohnstone) March 1, 2023
Honoured to be featured in this campaign by @Hersheys Canada for #InternationalWomensDay alongside 4 brilliant sisters and change-makers. https://t.co/0s9uh8MvHv pic.twitter.com/jdXNJfcZmo
After the campaign went viral, #boycottHersheys spread on the social media platform.
Hershey is not the only candy company to spark backlash over an advertising campaign revolving around gender.
M&M’S issued a statement on Twitter in January, saying the company would be taking an “indefinite pause from the spokescandies.”
A message from M&M'S. pic.twitter.com/EMucEBTd9o
— M&M’S (@mmschocolate) January 23, 2023
The statement continues, “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.”
In September 2022, the company introduced a Purple spokescandy to “represent acceptance and inclusivity.”
Jane Hwang, Global Vice President at Mars Wrigley, said in a statement, “Mars is thrilled to debut the newest member of the M&M’S cast of characters to the world. There is so much about our new spokescandy that people can relate to and appreciate, including her willingness to embrace her true self – our new character reminds us to celebrate what makes us unique.”
She added, “Our purpose story is just getting started and the introduction of our newest M&M’S spokescandy is the next chapter, as the brand continues to delight fans with fun in a way only M&M’S can.”
