The Super Bowl just keeps getting sweeter with Swiss chocolate maker Lindt joining the lineup.
A 30-second Lindt spot from Grey Toronto will air in the first quarter of the Feb. 11th game on CBS. Lindt did not reveal creative details.
Lindt joins five other sweets brands that have confirmed they will also be in the game: Reese’s, Oreo, Drumstick, Nerds and M&M’s. The investments come as sweets brands spend more on marketing in an attempt to seize on a rising consumer desire for indulgent treats in stressful times, according to experts.
More on the trend: Behind the Super Bowl candy blitz
Some brands are leaning into nostalgia, such as Oreo’s teaser showing Kris Jenner in her 2007-era hairdo.
A kid-friendly simulcast of the game on Nickelodeon will allow some brands to take advantage of the option to get in front of younger consumers, including Nerds, which released a teaser starring TikToker Addison Rae.