Mars Wrigley is the latest longtime Super Bowl advertiser planning to sit on the sidelines for the 2022 game. The candy marketer does not plan to advertise brands such as M&M’s, Skittles or Snickers during next month’s game, the company confirmed to Ad Age.
Each of those brands has appeared in numerous Super Bowl commercials. Since 2010, one or more of the three major candy brands had an in-game Super Bowl ad. Now, Mars Wrigley, an NFL sponsor, instead plans to focus on promotions and other marketing rather than spending millions on in-game buys.
“Mars Wrigley continues to focus on delivering better moments and more smiles to fans across the country, and the Super Bowl has provided a powerful way to reach our audience for many years,” the company shared in a statement. “In 2022, we’re excited to unveil how we’ll show up in new, big ways for our fans.”
Mars Wrigley joins Tide, which previously confirmed it was skipping the Super Bowl in 2022 after running ads in four of the last five years.
Last year's game saw Super Bowl stalwarts like Budweiser, Coke and Pepsi sit on the sidelines, making room for an unprecedented amount of first-time advertisers.
Mars Wrigley’s current marketing tied to the NFL includes the “Snickers Rookie Mistake of the Year.” Fans are being asked to share rookie mistakes, and then Snickers will pick one mistake at the end of the regular season, with the fan winning two tickets to the 2022 Super Bowl.