M&M's Almost Champions Ring of Comfort: A Sweet Celebration of Sporting Resilience
As the anticipation for Super Bowl LVIII builds, M&M's is taking a unique and lighthearted approach to celebrate the resilience of NFL Hall of Famers who narrowly missed out on winning the coveted Super Bowl rings. In a campaign titled "M&M's Almost Champions Ring of Comfort," the iconic candy brand is honoring Dan Marino, Terrell Owens, and Bruce Smith with exquisite diamond-encrusted rings, each featuring diamonds crafted from none other than peanut butter.
Celebrating Resilience and Inclusivity: M&M's has always been about creating a world where everyone feels they belong, and this campaign is no exception. The Almost Champions Ring of Comfort is a nod to all athletes, emphasizing that victory isn't the only measure of success. The campaign positions Peanut Butter M&M's as the epitome of comfort, aligning the candy with moments of everyday happiness.
Gabrielle Wesley, CMO of Mars Wrigley North America, highlighted the brand's ethos, stating, “M&M’s is all about using the power of fun to create a world where everyone feels they belong. To inspire moments of everyday happiness and entertain fans, it’s only fitting that our Mars Brand gem partners with a roster of NFL Legends to debut a custom ring with diamonds made from real M&M’s peanut butter, providing one-of-a-kind carats and comfort for exceptional almost champions.”
The Creative Process: A 30-second trailer offers a sneak peek into the commercial, featuring a scientist explaining the fascinating process of turning peanut butter into diamonds. The yellow M&M character, voiced by actor J.K. Simmons, narrates the commercial, injecting humor into the narrative. The honorees, Dan Marino, Terrell Owens, and Bruce Smith, are prominently featured, adding a personal touch to the campaign.
The diamonds used in the rings are lab-created using peanut butter. The rings themselves open to reveal a replica of a football stadium, capable of holding a single Peanut Butter M&M. The intricate process involves exposing peanut butter to extreme temperatures and pressure, resulting in a material that is ground and grated into its final diamond form.
Comparison with Previous Campaign: This year's Super Bowl campaign marks a departure from M&M's puzzling 2023 effort, where the brand put its spokescandies on an "indefinite pause." The move, leading to a complicated Super Bowl spot starring Maya Rudolph, played with the polarizing nature of a previous rebrand that faced criticism from conservative commentators. In contrast, the 2024 campaign focuses on simplicity, humor, and celebrating the spirit of resilience.
M&M's Almost Champions Ring of Comfort is not just a marketing campaign; it's a celebration of sporting resilience, inclusivity, and the joy that Peanut Butter M&M's bring. As we eagerly await the Super Bowl LVIII commercial break, M&M's continues to use the power of fun to create memorable moments and reinforce its position as a brand that spreads happiness and belonging.