This presentation analyzed how M&M’s brand evolution, particularly its “spokescandy” redesigns, sparked public backlash and became a case study in corporate identity and political polarization. The removal of gendered traits and the introduction of inclusive characters drew criticism across the political spectrum and led to a short-lived retirement of the mascots. Drawing on marketing frameworks and cultural theory, I argued that the abrupt brand shift disrupted consumer expectations and highlighted the risks of politicizing mass-market products. The presentation concluded by highlighting how abrupt shifts in brand identity can alienate core consumers and underscored the importance of consistency and audience awareness in brand communication.