5 That’s exactly what it is. Erika: Yes, that’s exactly. Bernard: And I’m glad you said it, Veronika, because I wouldn’t be able to. So now they have a purple one as a symbol for inclusion and diversity. So that’s what they have, they also have a clip with it. And every time someone streams the clip they’re giving $1 to charity, so non-profit. Which in itself you could say okay, this is a company, right, being socially responsible again. But at the same time, you can raise the question: how genuine is this? Erika: Yeah, I was wondering if there was any chatter on social media about you know, is it genuine, is it profit driven? Veronika: Yeah, so it’s a purple spokesperson, another brand icon. Well, I don’t know, I mean, it’s very zeitgeist, isn’t it, in a way. Bernard: But the fact that they do or they do add charity makes it a bit more genuine so to speak. But there are other examples where people start frowning just a bit more. And whether or not the message is kind of part of a bigger business model that is profit driven. Erika: Is this still candy related? Bernard: It is still candy related, I’m afraid. (Laughter) So the other thing that M&M’s did a while ago, believe it or not, but some of their spokescandy they wear shoes and they had the green one. And the green one was wearing high heels. Now, to be more progressive in their communication and also in their visual communication, they actually changed the shoes. And now she is wearing sneakers because that is supposed to be expressing effortless confidence. And that backfired, and now I’m sure that it will backfire with you as well. Veronika: Wait, okay. Erika: Which means you can’t be confident if you are wearing high heels, is that the message? Bernard: Yeah. 5 That’s exactly what it is. Erika: Yes, that’s exactly. Bernard: And I’m glad you said it, Veronika, because I wouldn’t be able to. So now they have a purple one as a symbol for inclusion and diversity. So that’s what they have, they also have a clip with it. And every time someone streams the clip they’re giving $1 to charity, so non-profit. Which in itself you could say okay, this is a company, right, being socially responsible again. But at the same time, you can raise the question: how genuine is this? Erika: Yeah, I was wondering if there was any chatter on social media about you know, is it genuine, is it profit driven? Veronika: Yeah, so it’s a purple spokesperson, another brand icon. Well, I don’t know, I mean, it’s very zeitgeist, isn’t it, in a way. Bernard: But the fact that they do or they do add charity makes it a bit more genuine so to speak. But there are other examples where people start frowning just a bit more. And whether or not the message is kind of part of a bigger business model that is profit driven. Erika: Is this still candy related? Bernard: It is still candy related, I’m afraid. (Laughter) So the other thing that M&M’s did a while ago, believe it or not, but some of their spokescandy they wear shoes and they had the green one. And the green one was wearing high heels. Now, to be more progressive in their communication and also in their visual communication, they actually changed the shoes. And now she is wearing sneakers because that is supposed to be expressing effortless confidence. And that backfired, and now I’m sure that it will backfire with you as well. Veronika: Wait, okay. Erika: Which means you can’t be confident if you are wearing high heels, is that the message? Bernard: Yeah.

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