Big Brands and Big Names Are Ready for the Super Bowl

Drumstick wants a holiday, M+M’s offer comfort and Nerds makes a splash.

January 24, 2024

M&M’s, part of Mars, announced it will partner with NFL Legends and past Super Bowl runners-up—Dan Marino, Terrell Owens and Bruce Smith—in its Super Bowl LVIII campaign.

The "almost champions" are introduced to the first-of-its-kind "M&M'S Almost Champions Ring of Comfort." The ring features lab-created diamonds made from M&M'S peanut butter. The largest diamonds on the ring were created by exposing them to a high-pressure environment, including 3,000°C temperatures and 800,000 pounds per square inch of pressure. The 14K gold ring is adorned with a diamond-encrusted replica of the M&M's Orange character. When the ring is opened, a secret internal compartment reveals a mini replica of a football stadium designed to house a single Peanut Butter M&M'S.

The full 30-second ad spot will air during the first commercial break in the first quarter of Super Bowl.

Nerds enters the Super Bowl for the first time this year, which is also a first for its parent company, Ferrara. The ad features actor and artist Addison Rae. According to the candy maker, gummy clusters helped propel the brand to 67% year-over-year sales growth. To meet the demand, Nerds increased its manufacturing capacity by 360% and tripled its marketing investments.

Meanwhile, Drumstick, the sundae cone brand, asks “Who says the fun needs to end after the Big Game?” Drumstick wants everyone to be able to take the next day off by officially designating the day after the Super Bowl a national holiday.

“The day after the biggest sports game of the year shouldn't just be another Monday,” said Kerry Hopkins, head of marketing for Drumstick. “Drumstick is all about embracing unexpected fun, and #DrumstickMonday is the perfect opportunity to shake up your typical Monday routine. Join us by signing the petition and adding a little dose of adventure this February 12.” Drumstick’s 30-second spot will air during the third quarter.

Before the Super Bowl kickoff, FanDuel will air “Kick of Destiny 2” in front of a live audience. Rob Gronkowski will again attempt to kick a 25-yard field goal, the company said.

Joining this year’s FanDuel event will be John Cena. Gronkowski and Cena both attended the 2023 NACS Show in Atlanta. Cena inspired attendees during his remarks at the closing general session.