M&M's returns to Super Bowl

After taking a year on the sidelines to refresh its brand and refine its purpose, M&M’s is heading back to the Super Bowl. A 30-second spot from BBDO New York will air during the third commercial break in the second quarter of Super Bowl LVII, which Fox will broadcast on Feb. 12. The commercial “will be just one part of an extensive, immersive campaign throughout the month surrounding Super Bowl,” according to brand parent Mars. Ad Age Year in Review 2022 The year's biggest news, trends and takeaways Click here M&M’s a year ago tweaked the looks and personalities of its candy mascots in an effort to spearhead a new purpose-based brand identity reflecting inclusiveness, self-expression and belonging. Executives said that modernized the brand and opened it up to more relevant cultural collaborations, including packaging inspired by iconic records. The brand in September introduced a new candy character, Purple, whose role is to embody self-expression. M&M’s has been a frequent Super Bowl advertiser, having last appeared in 2021 in a spot featuring actor Dan Levy. The brand also ran Super Bowl spots in 2019 and 2018. “Mars has delivered some of the most buzz-worthy Super Bowl moments over the years, and we’re inspired by the M&M'S brand being back in the mix in a new way for 2023,” Gabrielle Wesley, chief marketing officer, Mars Wrigley North America, said in a press release. “M&M’S brings people together through the power of fun to foster belonging, with universal humor that entertains fans in a way only a globally loved and legendary brand like M&M’S can. The latest campaign extends our purposeful work over the last year but is rooted in a new creative territory, and we can’t wait for our fans to see what's about to unfold.” Wesley succeeded Sarah Long in the CMO role in June. Check out the latest Ad Age events and award programs

M&M's returns to Super Bowl

Featured Stories