
For the first time ever, M&M’s will run a commercial on the Canadian Super Bowl broadcast. The spot is part of a broader campaign that the Mars Wrigley’s brand has unveiled to celebrate (almost) Super Bowl champions and promote its new product, M&M Peanut Butter Minis, in Canada.
The ad, a 30-second video, features NFL legends who never got a real Super Bowl ring, Dan Marino, Terrell Owens and Bruce Smith, receiving diamond rings made (fictitiously) with peanut butter. It will air on CTV in Canada on Feb. 11 during the first commercial break of the fourth quarter of the Super Bowl. The campaign also includes flyers and ads on social media.
M&M’s is working with EssenceMediacom for media buying and Middle Child for public relations.
“In 2024, we’re excited to reignite Canadians’ love for M&M’s through our passion points, from our continued partnership with the NFL, movies, and our iconic characters,” Mars Wrigley’s general manager in Canada, Ellen Thompson, tells MiC.
“Our research shows us that Canadians love peanut butter. And we saw an opportunity to bring this flavour to the #1 sporting event of the year,” Thompson says. “As a key cultural and snacking moment, it [the campaign] provides us with the opportunity to connect with our consumers on one of the world’s biggest stages.”
The Super Bowl is one of the most watched sporting events in the world. Last year, it reached 115 million viewers, according to Statista.
Another brand that will air its first ad on the Canadian Super Bowl broadcast this year is Molson Coors, which will also relaunch the Coors Light Chill Train. Dove is also returning to the big game broadcast after a long gap since its appearance in 2006.