Mars Is Back In The Game: M&M’S Announces A Legendary Return To Super Bowl LVII

M&M’S®, part of the Mars family of brands, is returning to the Super Bowl in 2023 with a new creative campaign that will be just one part of an immersive month-long campaign. The 30-second spot, produced by BBDO New York, will air during the third commercial break in the second quarter of Super Bowl LVII. The PEDIGREE® and TEMPTATIONS™ brands will also be contributing to Super Bowl Sunday’s festivities, with the PEDIGREE brand sponsoring the Puppy Bowl and the TEMPTATIONS brand featuring the Kitty Sky Box.

Mars has a history of celebrated ad campaigns debuting around Super Bowl, one of the biggest consumer stages in the world. Most recently, the 2021, M&M’S “Come Together” spot was ranked #4 on USA Today’s Ad Meter, and in 2020, the SNICKERS® “You’re Not You” 2010 spot, was ranked as the #1 best Super Bowl commercial over the last twenty-five years by USA Today.

“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, Chief Marketing Officer, Mars Wrigley North America. “M&M’S brings people together through the power of fun to foster belonging, with universal humor that entertains fans in a way only a globally loved and legendary brand like M&M’S can. 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 – all of which ultimately helped cement the M&M’S brand on the list of Gen Z’s favorite brands for 2022.