Mars says it's pausing using its trademark M&M's spokescandies and has enlisted actor and comedian Maya Rudolph to star in its marketing efforts, including its Super Bowl ad campaign.
Mars didn’t say how long the pause would be for. Some likened the news to a publicity stunt that Planters tried in 2020 when it announced it was “killing off” its beloved spokescharacter Mr. Peanut ahead of the game.
“M&Ms announcing that they’re getting rid of long-standing and beloved mascots because of peer pressure is newsworthy,” said Steve Merino, chief dreative director at ad agency Aloysius Butler & Clark. “That being said, many brands use their Super Bowl moment as a chance to pull a publicity stunt. Remember when Planters faked getting rid of Mr. Peanut? We’ll see if this is real, or just a thin candy shell.
The Super Bowl LVII will take place Feb. 12 at State Farm Stadium in Glendale, Arizona, and will be broadcast on Fox.
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