Mars is back in the game: M&M’s returns to Super Bowl LVII

December 26, 2022

M&M’s will kick off 2023 with a return to the NFL’s Super Bowl LVII on Sunday, February 12, announces its  parent company Mars Global.

Mars has a history of celebrated ad campaigns debuting around Super Bowl, one of the biggest consumer stages in the world. Most recently, in 2021, M&M’S “Come Together” spot was ranked #4 on USA Today’s Ad Meter.

“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,” said Gabrielle Wesley, CMO for Mars Wrigley North America, adding,  “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.”

The Super Bowl LVII spot continues the momentum of a transformative year for M&M’S, with a refreshed brand purpose and visual identity rooted in purpose: Forming the first ever M&M’S Advisory Board; partnering with trailblazing artists and entertainers on custom collaborations; and, of course, evolving the characters and introducing the first new character in over ten years, Purple, designed to represent inclusivity.

The new 30-second spot, produced by BBDO New York, will air during the third commercial break in the second quarter of Super Bowl LVII, which will be broadcast on Fox. It will be just one part of an extensive, immersive campaign throughout the month surrounding Super Bowl.

Research contact: @MarsGlobal