Mars Wrigley will sit out of the Super Bowl for the first time in 12 years. The candy marketer does not plan to advertise brands such as M&M’s, Skittles or Snickers during next month’s game, Ad Age’s Jessica Wohl reports. Since 2010, one or more of the three major candy brands had an in-game Super Bowl ad.
Last year, Mars featured its M&M’s brand in the game with a commercial starring Dan Levy. And of course we can’t forget the iconic Snickers commercial from 2010 starring Betty White. In the wake of the actress’ death, Ad Age’s Keira Wingate took a look back at the famed Super Bowl commercial.
You can watch Mars Wrigley’s prior Super Bowl ads in our voluminous, searchable Super Bowl Ad Archive.
Another high-profile brand sitting out of the game is Tide. The Procter & Gamble brand aired an ad in the game the last two years and had been in the Super Bowl four out of the last five years.
It remains to be seen if the absence of these two brands will set the stage for a repeat of last year’s trend, which saw the likes of Budweiser, Coke and Pepsi sitting on the sidelines, making room for an unprecedented amount of first-time advertisers.
Thus far the only newcomers confirmed to air spots in the game are Crypto.com, FTX and Rakuten.