While it is way too early to know what Mars might do for Super Bowl LI commercials, Snickers and Skittles continue to run the spots that aired during Super Bowl 50. The Snickers commercial from BBDO New York features Willem Dafoe dressed as Marilyn Monroe. The Skittles commercial from DDB Chicago has Steven Tyler reacting to a unique portrait of himself made from the colorful candy.
The Candy Bowl contest and in-store plans are set to run from Dec. 12 through Feb. 27, 2017. During the joint push, people who text in photos of either Snickers or Skittles have the chance to win instant prizes and enter to win one of two grand prizes -- season tickets for the team closest to the winners' hometowns.
The joint promotion is a way for Mars to do cross-promotions between the chocolate and non-chocolate categories. According to Mars, 97% of people who buy non-chocolate candy also buy chocolate, while 76% of chocolate buyers also buy non-chocolate candy. The company said its Super Bowl 50 joint sales plan, "Make Super Bowl 50 Even Sweeter," helped increase sales for retailers.
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