Mars candy to bring back M&Ms for Super Bowl ad following indefinite pause

M&M’s is making a return to Mars candy’s advertising at the Super Bowl, which will be over a year after the brand’s marketing went on hiatus.

The return of the iconic brand’s marketing comes after its “spokescandy” mascots took a break from the public eye. The new ad for the Super Bowl will focus on the purpose of M&M’s, which is to “use the power of fun to include everyone,” according to a Mars candy press release.

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“M&M’S is more culturally relevant than ever and for more than 80 years this Mars brand has delivered entertainment and excitement for fans,” said Gabrielle Wesley, the Chief Marketing Officer at Mars North America. “M&M’S has shown up big at the Super Bowl over the past two decades and we’re excited to continue celebrating our relationship with the NFL by using the moment to kick off a new focus on product for M&M’S in 2024.”

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The indefinite pause that Mars took with its M&M’s mascots came after the candy company unveiled redesigned looks for the characters, including removing the green M&M’s high-heeled boots and replacing them with sneakers. Later in the year, M&M’s also unveiled a new character, a purple M&M, who was “designed to represent acceptance and inclusivity,” according to a press release.

Both the redesign and new character resulted in negative comments on social media, leading to Mars announcing that the characters would disappear for a time in January. In the meantime, actress Maya Rudolph replaced the “spokescandies.”

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The upcoming ad will mark M&M’s ninth Super Bowl appearance, and it will air during the first commercial break of the first quarter. Other candy brands owned by Mars, such as Snickers, will also make an appearance.

Super Bowl LVIII is scheduled for Feb. 11, 2024.