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Mars Wrigley will not run ad during Super Bowl LVI

Mars Wrigley is the latest longtime Super Bowl advertiser planning to "sit on the sidelines" for NBC's Super Bowl LVI telecast, according to Jessica Wohl of AD AGE. The company's M&M’s, Skittles or Snickers brands have appeared in "numerous Super Bowl commercials," and since '10, one or more of the brands "had an in-game Super Bowl ad." Mars Wrigley instead plans to "focus on promotions and other marketing rather than spending millions on in-game buys." The company's current marketing tied to the NFL includes the “Snickers Rookie Mistake of the Year,” which does have a Super Bowl tie-in. Fans are being asked to "share rookie mistakes," and then Snickers will "pick one mistake at the end of the regular season, with the fan winning two tickets" to Super Bowl LVI. Recent Super Bowl ads from Mars Wrigley tended to "feature celebrities and were hits with audiences" (ADAGE.com, 1/6).

PRINGLES WILL RUN AD: ADWEEK's Paul Hiebert noted Kellogg’s Pringles brand "plans to air a 30-second spot created by WPP’s Grey Group" during Super Bowl LVI in its "fifth consecutive year as an advertiser." So far, every Pringles Super Bowl commercial has "involved 'flavor stacking' -- the act of combining different-flavored crisps to create a novel taste." It is "unclear if flavor stacking will return" for the Feb. 13 game (ADWEEK.com, 1/5).

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