M&Ms go for Super Bowl stealth
While other advertisers lay it all out before the big game, the candy maker wants to lure viewers with secrecy.
With the Super Bowl ranking as the country's costliest advertising purchase, many advertisers roll out their commercials early, aiming to get more bang for their millions of bucks.
But M&Ms isn't buying the conventional wisdom that an early ad release is the best approach.
The candy brand, owned by Mars, won't even talk about the basic elements of its Super Bowl spot and doesn't have any plans to leak information about the ad, reports Advertising Age. Only a few things are known about the spot: It will air in the game's first quarter and use a new tagline, "Better with M." It also won't introduce a new M&M character, as the brand did last year with Ms. Brown, the brown-shelled candy.
The Super Bowl is increasingly separating between two camps of advertisers: those who tease or even preview their ads before the game, and a second group that aims to wow consumers with a new spot.
With the advent of social media, it's increasingly tempting for advertisers to jump into the first group. Getting consumers to tweet, chat and post Facebook comments about campaigns can help build awareness of a brand before the game.There's a lot at stake for marketers: This year's Super Bowl, which airs Feb. 3 on CBS, is the priciest one yet for advertisers. The average 30-second Super Bowl spot sells for $3.7 million to $3.8 million.
Among those who pre-release their game-day ads is Doritos, which runs a "Crash the Super Bowl" competition allowing fans to create and vote on which Doritos ads will air during the game.
One first-time Super Bowl advertiser -- Wonderful Pistachios -- told MSN Money Now earlier this month that it's banking on keeping its advertisement under wraps until the game. Its commercial will feature Korean pop star PSY.
"It made sense to hold it back and have everyone surprised," said Marc Seguin, the company's vice president of marketing. "That way we can continue the conversation after the Super Bowl."
More on Money Now
Copyright © 2013 Microsoft. All rights reserved.
Quotes are real-time for NASDAQ, NYSE and AMEX. See delay times for other exchanges.
Fundamental company data and historical chart data provided by Thomson Reuters (click for restrictions). Real-time quotes provided by BATS Exchange. Real-time index quotes and delayed quotes supplied by Interactive Data Real-Time Services. Fund summary, fund performance and dividend data provided by Morningstar Inc. Analyst recommendations provided by Zacks Investment Research. StockScouter data provided by Verus Analytics. IPO data provided by Hoover's Inc. Index membership data provided by SIX Financial Information.
Like rival Wal-Mart, it's pointing the finger elsewhere for its problems while other retailers are coping just fine.
- Canada grabs for America's foreign skilled workers
- Chick-fil-A thrown back into gay marriage debate
- States fall short on helping struggling citizens
- Oklahoma tornado losses in hundreds of millions
- Some of France's richest taxed more than 100%
- Farmers cultivate drones as new high-tech tool
- Apple's overseas hoard unfair to taxpayers
- Why hugely profitable ESPN is laying off workers
- Tornado shelters become a vital business
[BRIEFING.COM] The major averages rallied to their highs as Ben Bernanke's prepared comments made the rounds. During his remarks, the Fed Chairman said premature tightening of monetary policy could stall the pace of recovery.
However, Mr. Bernanke did say the Fed could cut the pace of purchases in the next few meetings. This caveat resonated with the market as equities slipped from their early highs while Treasury yields jumped to fresh highs. Currently, the 10-yr note is at its lowest ... More
More Market News
Government support and low rates make a compelling case for real estate-related stocks.