Mars’ M&M brand is returning to the Super Bowl in 2023 after a year’s hiatus.
In 2021, the “Come Together” M&M'S spot was ranked No. 4 on USA Today’s Ad Meter. (The company’s Snickers “You’re Not You” 2010 spot was ranked as the No. 1 Super Bowl spot in the last 25 years by USA Today.)
The Super Bowl LVII spot, which airs Feb. 12, 2023, will sport a refreshed brand purpose and visual identity. The 30-second spot, produced by BBDO New York, will air during the third commercial break in the second quarter. It is one element in an immersive campaign that runs throughout the month.
Also, a new flavor will be introduced in February: Caramel Cold Brew.
Gabrielle Wesley, newly appointed Chief Marketing Officer, Mars Wrigley North America, said: “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.”
Mars will also be part of Super Bowl Sunday via its Pedigree, a dog food-treats brand. Pedigree will sponsor the Puppy Bowl, which airs before the big game on the Discovery Channel at 2 p.m. ET.
In January 2022, the M&M’S brand updated its characters, using different shapes and sizes to reflect diversity. It introduced the first new character in over 10 years, Purple, which the company said is "designed to represent acceptance and inclusivity."
At the time, Cathryn Sleight, chief growth officer at Mars Wrigley, said: "M&M’Shas long been committed to creating colorful fun for all, and this purpose serves as a more concrete commitment to what we've always believed as a brand: Everyone has the right to enjoy moments of happiness, and fun is the most powerful way to help people feel that they belong.”