How M&M’s is making the most of its spokescandies controversy

Lauren Labrecque, Associate Marketing Professor and Area Coordinator, for the College of Business provides insight in this recent controversy.

Giving the characters a break seems like a good strategy to Lauren Labrecque, associate professor of marketing at the University of Rhode Island.

“I think they’re going to bring back the characters and probably within a year’s time, if not less,” she predicted. “And when they come back, people — especially M&M’s fans — will have all forgotten what even the controversy was, and will be very welcoming.”

Plus, she added, this is a low-stakes situation. “It’s not a serious outrage,” she said. On the spectrum of brand controversies, “this is so inconsequential.” Because of all that, “it’s going to be a net positive.”

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