Super Bowl

Mars Brings Snickers, Skittles Back to Super Bowl

Candy Marketer Confirms Ad Buys in 2016 Game

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Snickers 2015 'Brady Bunch' ad
Snickers 2015 'Brady Bunch' ad Credit: Snickers

Snickers and Skittles are returning to the Super Bowl, parent company Mars said Wednesday. The candy company did not release creative details but confirmed that BBDO, New York will handle Snickers, while DDB, Chicago is on Skittles.

Those same shops handled the same brands in the 2015 game. Snickers came back to the 2015 game after Mars chose to spotlight M&Ms from 2012 to 2014. The candy bar's ad featured a "Brady Bunch" spoof, while continuing the "You're Not You When You're Hungry" campaign that was launched with Betty White in the 2010 Super Bowl.

The 2016 spot is 30 seconds and will stick with the "You're Not You When You're Hungry" theme, the brand said in a statement. "The Super Bowl is an iconic event that the Snickers brand is excited to be part of again," said Snickers brand director Allison Miazga-Bedrick.

Skittles, which is marketed by Mars-owned Wrigley, made its Super Bowl debut in 2015 with an ad called "Settle It" that had an arm wrestling theme. Mars is an official NFL sponsor. The brand did not release any details on the 2016 spot's length or overall theme.

The two brands will also launch what Mars is calling the company's "first joint in-store promotion leveraging their status as official National Football League sponsors to 'Make Super Bowl 50 Even Sweeter.'"

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