Mars will launch new promotion that is unlike any previous marketing campaign.
Mars Chocolate North America’s SNICKERS Brand and Wrigley’s SKITTLES Brand will launch all new commercials that will air on Sunday, Feb. 7, 2016, during Super Bowl 50 on CBS. Leveraging their status as official sponsors of the National Football League (NFL), the brands are also launching the company’s first joint in-store promotion to “Make Super Bowl 50 Even Sweeter.”
Anchored by their award-winning “You’re Not You When You’re Hungry” campaign, SNICKERS is a Super Bowl veteran. The brand first captured the world’s attention with their Super Bowl XLIV commercial featuring Betty White and repeated that glory with last year’s “Brady Bunch” themed spot featuring a hungry Marcia Brady played by grizzled action movie star Danny Trejo. The brand will return with an all-new 30-second “You’re Not You When You’re Hungry” commercial that will be produced by BBDO New York and supported with a fully integrated marketing campaign.
“The Super Bowl is an iconic event that the SNICKERS Brand is excited to be part of again,” said Allison Miazga-Bedrick, director, SNICKERS Brand. “We can’t wait to get back in the game again this year, and we plan to pull out all the stops to satisfy America’s hunger to watch another great Super Bowl commercial from SNICKERS.”
Last year, SKITTLES made game day “awesomer” for NFL fans and players through an integrated campaign that culminated in the brand’s inaugural Super Bowl ad. SKITTLES opted to “Settle It” in a commercial that featured a small town full of people with abnormally muscular right arms. In the ad, two men enjoyed a bowl of SKITTLES and when it comes down to the last lemon SKITTLES candy, they “settle it” with an arm wrestling match. This year, the brand plans to make Super Bowl 50 even more awesome with another unexpected commercial produced by DDB Chicago.
“We had an amazing rookie Super Bowl experience, so we’re thrilled to be back,” said Matt Montei, senior marketing director, confections and seasonal at Wrigley. “Once again, we have dozens of awesome integrated activities planned for our Super Bowl party this year with the ad serving as our grand finale.”
The joint national in-store promotion will begin on Dec. 28, 2015, and encourage consumers to text SWEET50 to 87654 for the chance to win instant prizes, as well as enter a grand prize sweepstakes. Instant- win prizes range from $75 NFLShop.com e-gift cards to free SNICKERS, M&M’S, TWIX, 3 MUSKETEERS, MILKY WAY, SKITTLES and/or STARBURST Brand Singles. The grand prize package includes everything a fan needs to host the ultimate Super Bowl party including a $2,000 electronics gift card, a $600 pre-paid debit card, and a $250 NFLShop.com e-gift card. The joint promotion is supported with national print, radio and in-store media. No purchase necessary. Final rules will be available on Dec. 28, 2015, at www.sweet50.snickers.com.
Details about both the SNICKERS and SKITTLES commercials will be announced in the coming weeks.
