M&M’s is formally returning to the Huge Sport, and it’s doing so with a brand new CMO on the helm.
At this time, Mars Wrigley North America confirmed M&M’s participation in subsequent 12 months’s Tremendous Bowl underneath the steerage of its newly appointed chief advertising officer, Gabrielle Wesley. The model final participated within the occasion in 2021 with its spot, “Come Collectively.”
For Tremendous Bowl LVII, which broadcasts on Feb. 12, 2023 on Fox, the sweet model will air a brand new 30-second spot from BBDO New York in the course of the third business break within the second quarter. In accordance with Mars Wrigley, the brand new work is only one think about an “in depth, immersive marketing campaign” that can roll out all through the month surrounding the sport.
Whereas the Tremendous Bowl is a large endeavor for any first-time CMO, Wesley stays assured in her capability to comply with the model’s longstanding pursuit of enjoyable, which she says in the end guides all of M&M’s work, no matter scale.
“Mars Wrigley has had a historical past of getting a very iconic Tremendous Bowl presence over the previous many years,” Wesley informed Adweek. “M&M’s is a model that’s all about enjoyable, so I inform the groups on a regular basis that if we’re not having enjoyable, we’re not doing it.”
In a separate assertion, Wesley famous that the brand new marketing campaign will proceed the model’s purpose-led work from the previous 12 months—which delved largely into inclusivity with its latest character refresh and introduction of the brand new Purple spokescandy—whereas wading into “new inventive territory.”
“We are able to’t look forward to our followers to see what’s about to unfold,” she stated.
Shifting ahead with function
Wesley, who has been with the corporate for over 5 years, succeeds Sarah Lengthy, who left in October. In her new function, Wesley goals to keep up the model’s cultural relevance by strengthening its relationship with youthful audiences—a problem that one won’t readily affiliate with a tentpole snack model.
“I feel that it’s widespread information that Gen Z is certainly one of our most completely different generations, from how they store and suppose to how they snack,” she noticed. “So we now have to regulate and keep related to all of the generations of snackers. A few of our manufacturers are 80 to 100 years outdated, and we proceed to evolve.”
It’s a singular problem that has pushed fellow legacy manufacturers like Ocean Spray and McDonald’s to intently study their inventive approaches, leading to campaigns guided by very particular humor or partnerships which are rooted in tradition, respectively. In M&M’s case, Wesley says the model will likely be increasing its presence within the music area by rising the M&M’s Music Lounge throughout main live performance venues and exploring extra partnerships with large artists, much like its latest team-up with Lil Nas X for its restricted version packaging.
To date, the model’s outreach appears be working: per Morning Seek the advice of’s 2022 rating of favourite manufacturers amongst Gen Z customers, M&M’s positioned fifth on the checklist. However general, Wesley hopes the entire model’s advertising efforts are seen as a unifier amongst youthful and older followers alike.
She concluded, “I feel that what you will notice from our manufacturers is that we’ll encourage moments of on a regular basis happiness and meet our customers the place they’re, no matter what era they’re part of.”
