• by Danielle Oster , September 12, 2023

Mars’ Snickers bar, this year’s official chocolate of the NFL, is celebrating the new season --and nearly two decades partnering with the NFL -- with a marketing initiative tapping into fan superstitions. The effort also connects to a broader campaign around “rookie mistakes” – with one big one not having a lucky totem on hand while rooting for your team.

The Snickers Luck Shop launched today, offering fans the chance to purchase lucky items to help their team. The online shop will continue to introduce new lucky items and gear from Snickers NFL team partners throughout the season.

The first offering is the Lucky Snickers Bar. These candies were kept deep within NFL headquarters, stashed in a room alongside Super Bowl Rings and official NFL Honors trophies, to imbue them with the luck of past successes, according to the brand.

Fans can visit the Snickers Luck Shop to enter for a chance to purchase one of a Lucky Snickers Bars kit, with proceeds from sales going to the NFL Foundation -- the league’s nonprofit organization dedicated to improving the lives of people connected to the game.

In a statement, Mars Wrigley Senior Director of Marketing Martin Terwilliger, noted the brand’s long relationship with the league, adding that Snickers viewed the offering as a way to “inspire moments of everyday happiness throughout the season” for football fans. 

Snickers is also bringing back the “Rookie Mistake of the Year” sweepstakes it first launched in 2021 for another season. Fans can submit descriptions of their own rookie mistakes for a chance to win a series of prizes throughout the NFL season. One fan will earn recognition as “Snickers Rookie Mistake of the Year” champion, winning two tickets to Super Bowl LVIII -- where they’ll have the opportunity to take the field to celebrate after the conclusion of the game.