By Barry Janoff
November 18, 2015: Stating that they plan to "pull out all the stops," Mars Chocolate North America said that its Snickers and Skittles brands would both return to the Super Bowl, bringing along a multi-platform marketing effort that includes a joint promotion, "Make Super Bowl 50 Even Sweeter."
Mars said that Snickers would air a new 30-second spot under its "You're Not You When You're Hungry" theme, from lead agency BBDO New York, which would be "supported with a fully integrated marketing campaign."
Concurrently, Skittles, which made its first Big Game appearance during Super Bowl XLIX with an "awesomer" campaign, will hit Super Bowl 50 with an "even more awesome with another unexpected commercial," from lead agency DDB Chicago, also supported by an integrated campaign.
For Super Bowl 50, on Feb. 7, 2016, 30-second spots on CBS are going for upward of $5 million, per industry analysts.
Snicker's "The Brady Bunch" spot during Super Bowl XLIX, which featured clips from the original TV show interspersed with shots of Danny Trejo as Marcia and Steve Buscemi as Jan, garnered rave reviews from analysts and viewers alike. It has been viewed nearly 15 million times on YouTube since January.
"The Super Bowl is an iconic event that the Snickers Brand is excited to be part of again," Allison Miazga-Bedrick, director, Snickers Brand, said in a statement. "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."
Marketing leading up to the game includes a joint national in-store promotion, scheduled to launch Dec. 28, that will direct consumers to text SWEET50 to 87654 for a chance to win instant prizes, as well as enter a grand prize sweepstakes.
Mars said that instant-win prizes would range from $75 NFLShop.com e-gift cards to free sweets from its brands, which include Snickers, Skittles, M&M's, Twix, 3 Musketeers, Milky Way and Starburst.
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." (Details will be available here.)
Skittles' initial Super Bowl ad, "Settle It," saw a small town full of people with abnormally muscular arms, including two men who arm-wrestled over a bowl of Skittles to claim the last lemon Skittles candy.
Skittles has also received national attention via its alliance with Seattle Seahawks' running back Marshawn Lynch.
According to Matt Montei, senior marketing director, Confections and Seasonal at Wrigley, which oversees the Skittles brand, "We had an amazing rookie Super Bowl experience, so we're thrilled to be back. 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."
Snickers' first Big Game spot, during Super Bowl XLIV, starred Betty White.
Among others already committed to the game broadcast are Anheuser-Busch, Avocados from Mexico, Coca-Cola, Kia, Hyundai and PepsiCo brands Doritos (Frito-Lay), Mountain Dew and Pepsi (also the halftime sponsor).
CBS said that The Late Show with Stephen Colbert would air immediately following the Super Bowl 50 and post-game coverage.
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