NEW YORK -- Bolstered by the performances on last year's Super Bowl XLIX marketing stage, Mars Inc. has announced that Mars Chocolate North America's Snickers brand and Wrigley's Skittles brand will each return with all new commercials that will air on Sunday, Feb. 7, 2016, during Super Bowl 50 on CBS.
The brands also are launching the company's first joint in-store promotion leveraging their status as official National Football League (NFL) sponsors to "Make Super Bowl 50 Even Sweeter."
Anchored by the "You're Not You When You're Hungry" campaign, 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 of the Snickers brand.
Last year, Skittles offered an integrated campaign that culminated in the brand's inaugural Super Bowl ad. Skittles’ "Settle It" commercial 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 has a Super Bowl 50 commercial also 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 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 prepaid debit card and a $250 NFLShop e-gift card. The joint promotion is supported with national print, radio and in-store media.
Mars Chocolate North America, a unit of Mars Inc., is based in Hackettstown, N.J. Mars Inc., McLean, Va., has net sales of more than $33 billion and six business segments: Petcare, Chocolate, Wrigley, Food, Drinks, Symbioscience.
Brands include Petcare (Pedigree, Royal Canin, Whiskas, Kitekat, Banfield Pet Hospital, Cesar, Sheba, Dreamies and Nutro); Chocolate (M&M's, Snickers, Dove, Galaxy, Mars, Milky Way and Twix); Wrigley (Doublemint, Extra, Orbit and 5 chewing gums; Skittles and Starburst candies; and Altoids and Lifesavers mints); Food (Uncle Ben's, Dolmio, Ebly, Masterfoods, Seeds of Change and Royco); Drinks (Alterra Coffee Roasters, The Bright Tea Co., Klix and Flavia); and Symbioscience (Cocoavia and Wisdom Panel).
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