Mars Wrigley seizes seasonal sales with Super Bowl commercials

20-Dec-2016 - Last updated on 22-Dec-2016 at 13:24 GMT

Mars and Wrigley said this will be the third consecutive year both Snickers and Skittles have advertised during the Super Bowl. Photo: Mars and Wrigley

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Mars Wrigley has announced that Skittles will return with a new Super Bowl commercial next year as an extension of its long-standing “Taste the Rainbow” campaign.

The commercial, which will feature an “entertaining love story”, will air on Sunday, February 5 during the Super Bowl on CBS, according to the company.

In the meantime, the confectioner will also deliver its joint-selling program, called The Candy Bowl. The program is expected to drive sales as chocolate and non-chocolate products are popular during the football season, the company said.

“Last year’s joint program contributed to sales increases for Snickers, Skittles and Starburst throughout the Super Bowl selling season,” Mars Wrigley said in a release.

“While this is always a productive time period, the companies were able to drive an additional 20% incremental sales above what is typically seen, and retail partners are seeing the value as display orders continue to grow year over year.”

Candy sales reached $484m during the Super Bowl

Mars Wrigley said this will be the third consecutive year both Snickers and Skittles have advertised during the game. It also acknowledged the Super Bowl has become somewhat of a national holiday in the US.

This site reported previously that IRI suggested confectioners should take advantage of “micro holidays,” such as the Super bowl, even though the major four seasons, including Valentine’s Day, Easter, Halloween and Christmas, accounted for nearly half of US candy sales last year.

IRI data shows candy sales during the Super Bowl last year totaled $484m, compared to $18.96bn of overall confectionery sales during all holidays throughout the year.

“It’s a huge opportunity for both Snickers and Skittles, that are two of the best-selling treats on the market,” a company’s spokesperson told ConfectioneryNews. “Seasonal sales for both brands remain very strong.”

The M&M’s maker announced earlier this year it will combine its chocolate and Wrigley segments to create a new Chicago-based division, called “Mars Wrigley Confectionery.”