"A description for the green candy on the M&M’s website says she enjoys 'being a hypewoman for my friends.' 'I think we all win when we see more women in leading roles, so I’m happy to take on the part of supportive friend when they succeed,' the green M&M said on the promotional site."
From "M&Ms characters to become more inclusive" (The Hill).
I didn't know that M&Ms had become color-based characters. If you're green, you're one thing, red, another...? Is that a good lesson for the kids?
I feel so old, only able to remember an M&Ms advertisement that's half a century old — you know, the one where the peanut M&M and the regular M&M are sunning by a pool. The emphasis back then was that kids made a mess out of chocolate that's not "candy-coated." They did add arms, legs, and faces to the M&M, so they were, essentially, characters, but I don't think we expected them to have individualized personalities. Or was the peanut M&M a bit "nutty"?
What is the history of adding arms and legs to food items for advertising? Was the Kool-Aid Man first — in 1954? Oh, no, wait! Mr. Peanut has him beaten. 1916. And Mr. Peanut always had a lot of personality: He was high-class and cheerful. And what about the California raisins? You don't see them around anymore. Their time came and went — 1986 to 1994.
But back to the green M&M, which I've never seen in action. It's hard to believe the ad makers styled it as some sort of "seductive" go-go dancer, but if that happened, improvement was needed. It's funny that they went for the most flat-footed feminist concept. If you're such an achiever, Green, why are you eating candy?!
Finally, let me say that I have never before seen the word "hypewoman." I read that as "hyperwoman" first, and that sounded candy-appropriate. But "hypewoman" — that looks like it should mean huckster or con artist. Urban Dictionary tells me it's the female version of "hypeman" — someone who comes out on stage to hype up the audience before a performer comes out and may "work the side of the stage... yelling classic lines like 'Throw ya hands in the air!' 'All the ugly people be quiet!' 'When I say_________, y’all say _________!'"
And that undoes my impression that they just made Green a feminist cliché. She's actually a bit of a sexist stereotype, taking the role of supporting others. Re-experience that Françoise Gilot quote that begins the previous post:
"As young women... were taught early that taking second place is easier than first. You tell yourself that’s all right, but it’s not all right. It is important that we learn to express ourselves, to say what it is that we like, that we want."
The new green M&M is not all right. Whenever they change something that's wrong, they just change it to something else that's wrong. Wrong in a new way.
