consumer packaged goods

M&M's To Award Legendary NFL Players With 'Almost Champions' Rings


Some NFL legends have never won a Super Bowl game or its accompaniment, a Super Bowl ring. M&Ms just revealed its Super Bowl LVIII campaign will focus on celebrating several of these Hall of Famers -- Dan Marino,  Terrell Owens, and Bruce Smith -- with its “Almost Champions Ring of Comfort,”  a diamond ring it claims was created in a specialized lab from M&M’s Peanut Butter.

 M&M’s big reveal came in the form of a 60-second “teaser” released today for its 30-second “Ad For All Funkind” airing during CBS’ Super Bowl broadcast.

“Historically only one team walks away with a championship ring, but Mars' inclusive message to inspire moments of happiness and to bring fun to everyone on and off the field really resonated with me,” Marino said in a statement, while alluding to “some surprising twists” in the final ad -- which could suggest taking the teaser with a grain of salt.



According to a release from the Mars brand, the “Almost Champions” rings each feature lab-crafted diamonds created from M&Ms peanut butter, which it characterized as “an ingredient universally synonymous with comfort.” The brand claims the largest individual diamonds featured in the ring were created by exposing the peanut butter to a high-pressure environment of 3,000 degrees celsius and 800,000 pounds per square inch of pressure, before they were ground and graded to create their final form.

Each 14K gold “Ring of Comfort” features a diamond-encrusted likeness of the M&Ms Orange character, as well as a “secret internal compartment” designed to fit a single Peanut Butter M&M’s candy.

"M&M'S is all about using the power of fun to create a world where everyone feels they belong," Mars Wrigley North America CMO Gabrielle Wesley said in a statement, adding that the campaign aimed to “inspire moments of everyday happiness and entertain fans.”


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