CHICAGO -- The Super Bowl has become one of the most watched TV events of the year, having surpassed more than 100 million views over the past few years, according to Nielsen. With Super Bowl LIII less than a month away, food and beverage brands are finalizing their TV deals to get their latest promotions aired during the game, which will take place Feb. 3 at Mercedes-Benz Stadium in Atlanta.
Here five snack and candy brands to look for during the game’s commercial breaks as they generate buzz around new convenience-store products …
The Kraft Heinz Co. will air a 30-second ad for its Planters brand, marking the nut-label’s first appearance during the big game. The ad will feature Mr. Peanut and how far he’ll go to satisfy his nut cravings, Kraft Heinz said. The commercial will air during the game’s second quarter.
Kraft Heinz will also air an ad for its frozen food line, Devour. This marks the first time in Kraft Heinz’s history that it will air two ads during the same Super Bowl.
Mars Wrigley Confectionery’s M&M’s brand will follow up its Danny DeVito ad from last year with another 30-second spot during the first commercial break of the game. The ad, produced by BBDO New York, will be M&M’s fifth Super Bowl ad of the past decade, the confectioner said.
"We're excited to bring M&M's back to such an iconic stage as the Super Bowl," said Allison Miazga-Bedrick, brand director for M&M’s. "You'll see the return of fan-favorite 'spokescandies,' along with big news from the brand that we know fans will love."
Continue reading for another Mars Wrigley-branded commercial …
Instead of a traditional 30-second ad, Skittles will run a commercial performed as a live Broadway musical. The piece, written by playwright and Pulitzer finalist Will Eno, will feature a 17-member cast and be performed in front of a live audience at the Town Hall in New York City. Skittles’ commercial will air at 1 p.m. (ET), hours before the game begins. Fans can purchase tickets to the event, and all proceeds go toward Broadway Cares/Equity Fight AIDS—a nonprofit that provides people with AIDS medication, healthcare, meals and counseling.
"We're always looking for opportunities to innovate and entertain our fans in new ways around football's biggest stage," said Debbie Litow, brand director for Skittles. "And what better way to do that this year than by bringing our ad to the world's most famous stage: Broadway."
Pringles, the flagship potato chip brand from the Kellogg Co., will showcase its “flavor stacking” campaign, which first aired during last year’s Super Bowl. The company has not disclosed any details or even the length of the commercial; however, if it’s anything like last year’s, the ad will be 30-seconds long and feature ways to combine different chip flavors.
PepsiCo will air three ads during this year’s Super Bowl, one of them featuring its Doritos brand. Although the company has provided few details regarding the spot, Doritos recently hinted that Chance the Rapper will appear in the ad with Doritos’ newest flavor, Flamin' Hot Nacho. Doritos tweeted an image on Jan. 16 of Chance the Rapper holding a bag of the spicy chips, which said, “Our prediction for the big game? There’s a chance things are gonna get hot. Stay tuned 02.03.19 #NowItsHot.”