M&M's Sweet Comeback: A Purposeful Return to the Super Bowl Stage
M&M's, the iconic flagship candy brand of Mars, is set to make a triumphant return to the Super Bowl on February 11, 2024, marking its ninth appearance since its debut in 1998. This comeback follows a strategic pause in its last Super Bowl stint, sparking curiosity and controversy. The brand is now poised to leverage the significant platform to emphasize its commitment to fun, inclusion, and a new product focus in 2024.
A Purposeful Approach:
In a press release, Gabrielle Wesley, CMO of Mars Wrigley North America, highlighted M&M's enduring cultural relevance and its dedication to delivering entertainment and excitement for over 80 years. The upcoming Super Bowl ad is positioned to celebrate the brand's strong relationship with the NFL while unveiling a renewed focus on product offerings. M&M's will lean into its purpose, using fun as a unifying force for everyone.
Navigating Controversy:
M&M's strategic decision to put its spokescandies on an "indefinite pause" ahead of its last Super Bowl spot, which featured actress Maya Rudolph, stirred controversy and discussions around the brand's rebranding efforts. Despite the polarizing nature of the previous rebrand, the daring move earned the brand a Gold Lion Award for Creative Strategy at the Cannes Lions Festival of Creativity. M&M's ability to navigate controversy and emerge with accolades showcases its resilience and strategic prowess.
The Big Return:
The brand's new 30-second Super Bowl ad, crafted by BBDO New York, aims to captivate audiences with its trademark humor and charm. Beyond the ad, Mars is extending its Super Bowl presence, with Snickers serving as the presenting sponsor of the NFL Network Total Access Desk activation at the Super Bowl Experience in Las Vegas. Additionally, a custom Snickers Ice Cream Truck will be on-site, giving away products at the Gameday Experience on February 11.
Joining the Super Bowl Lineup:
M&M's joins the ranks of notable brands announcing their Super Bowl ad plans, including snack industry counterparts Oreo, Pringles, and Nerds, the latter making its big game debut. As anticipation builds for the iconic event, M&M's strategic return promises to be a highlight, not just for candy enthusiasts but for Super Bowl viewers seeking memorable and purpose-driven advertising.
M&M's Super Bowl comeback represents more than just a return to the iconic advertising stage—it symbolizes a purposeful re-entry, leveraging controversy, creativity, and a commitment to fun and inclusion. As the brand prepares to once again capture the hearts (and taste buds) of viewers, M&M's stands as a testament to the enduring power of sweet treats and strategic marketing on the grandest stage of them all.