A company like Mars reformulates an ad campaign for one reason only: to make money. That's it... to the extent that "virtue signaling" or "snowflakes" or whatever enters into it, it is subsidiary to the ultimate goal of making money. You say they are losing customers, but ultimately a major company has probably done market research and has determined that they can increase market share by adopting a new campaign. That's capitalism, Archie, this isn't anything new.
The bigger thing at play here, and why Tucker cannot resist the urge to waste time talking about this issue, is that cultural conservatives no longer have the same monopoly on commerce that they used to have. Companies have to market to their customer base that exists today, not what existed back in 1986 or in 2003 (ie. Leading up to the Iraq War).
At the end of the day, it's whining and crying that the society has changed and that what customers want is different than it used to be. In a capitalist society, companies need to adapt. Sorry that those adaptations don't fit your view of the world I guess... not sure what else to say.