The M&M’s Super Bowl ad uses rings to promote brand values

For this year’s Super Bowl, Mars, a longstanding NFL partner, is adopting a fresh strategy by spotlighting Super Bowl rings in its M&M ads.

Starting from the week of January 24th, the brand initiated the rollout of short-form teasers across various social media platforms, complemented by a longer teaser on YouTube. Come Super Bowl day, M&M’s will be actively promoting its ad spots. Regarding TikTok, a representative from Mars Wrigley noted that M&M’s strategically evaluates the promotion of campaigns across their owned social channels, including TikTok, on a case-by-case basis.

As part of its commitment to innovation and to leveraging the Super Bowl platform to promote its brands, Mars chose to spotlight this iconic symbol. M&M’S will air its ninth Super Bowl ad since 1998 with the goal of captivating viewers with a fresh perspective and reinforcing its market position. M&M’s ad incorporates the Super Bowl rings concept to engage audiences on an emotional level while also promoting brand values.

“Every year we have a Super Bowl ad, we treat it as a full campaign instead of just having the ad in the game. M&M’S Super Bowl LVIII campaign spotlights a product that consumers tell us gives them comfort – Peanut Butter M&M’S,” said a spokesperson with Mars Wrigley.

As part of this campaign, M&M’S decided to extend its reach to football fans by using its trademark humor to enhance the brand’s vision of a world where everyone feels welcome and valued. M&M’s start their planning for their Super Bowl ads months before the Big Game as they intend to air the 30-second spot in the first commercial break of the first quarter during the first half of Super Bowl LVIII.

“The Super Bowl is the ultimate co-viewing event. It brings in more viewers that aren’t focused on the game than any other sporting event. Many casual viewers come just as much for the Super Bowl commercials, and the first ad pod break may be when they have the most undivided attention,” said Todd Cohen, Vice President of National Video/CTV Strategy at Undertone by Perion.

During the Super Bowl, other food brands like Tostitos and Jack in the Box will also be activating and advertising during the game. As previously reported on AdBuzzDaily, the two companies want to engage football fans with their products and services in an unique way. 

Details on how much Mars spent on this campaign were not disclosed. According to Vivvix, a MediaRadar company, Mars spent a little over $506 million in 2023 on advertising efforts.

Brands and marketers seeking visibility consider the first Super Bowl commercial slot crucial. Since the Super Bowl is one of the nation’s most-watched television events, airing the first commercial guarantees visibility during peak viewer engagement, maximizing the ad’s reach and impact.

“As the game progresses, countless moments on the field and many advertisements will be viewed, not to mention the incorporation of viewers engaging in social conversations around the event,” said Ronn Torossian Founder & Chairman of 5WPR. “Placing an advertisement at the beginning of the game ensures viewers aren’t yet fatigued, allowing M&M’s to kickstart the conversation and set the bar as the ad spot to beat for the remainder of the game.”