ANA Annual Meeting 2013

How Mars Is Deciding Which Brand Gets the Super Bowl Spot: M&Ms or Snickers

Winning Effort Will Best Be Able to Continue After the Big Game

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Mars Chocolate North America still hasn't decided which brand to feature in its Super Bowl ad, Snickers or M&Ms.

The marketer, whose agency is BBDO, is in the process of developing ads for both brands, but only one of them will earn the coveted spot in the big game. Ad Age spoke with Mars Chocolate North America President Debra Sandler at this week's Association of National Advertisers conference in Phoenix to get a better idea of how the company will make the decision, which she described as "an internal rat race."

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Ms. Sandler and David Lubars, BBDO's chairman and chief creative officer for North America, also recalled at the conference how the 2010 Snickers Super Bowl spot that triggered Betty White's career renaissance almost starred someone else.

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