One of Gen-Z's Favorite Brands* Debuts "Latest Changes" Under Made-Up Ma&Ya's Brand Banner

NEWARK, N.J., Feb. 2, 2023 /PRNewswire/ -- The M&M'S® Brand is known for humor and colorful fun, entertaining fans while on a mission to create a world where everyone feels they belong – a world for all funkind. This year's Super Bowl LVII campaign continues to bring the fun with unexpected plot twists and humorous scenarios, designed to surprise and delight fun-loving fans leading up to and during the Big Game.

Last week, the brand announced that the spokescandies would be "taking an indefinite pause" in the lead up to Super Bowl LVII and that award-winning actress, musician and producer, Maya Rudolph, would be the star of M&M'S Super Bowl LVII commercial. Since it was announced that Rudolph would be starring in the commercial, she has implemented a number of changes including renaming the brand as Ma&Ya's and adding her face to the chocolate candies' outer shell.

Today, the star of the brand's Super Bowl LVII ad introduced her biggest and most brackish innovation to-date. We encourage all of those who have been following the campaign's journey to view the "clamderful" announcement here. We also encourage those who are just catching up to view the increasingly zany brand updates here and here.

While Rudolph has added her own comedic flare to the brand, bringing the humor and fun ahead of the Big Game, the beloved M&M'S spokescandies have been enjoying the opportunity to explore their outside passions in advance of their return to their long-term and official roles after Super Bowl LVII. The spokescandies have relished in new activities, reflective of their unique personalities, staying true to the M&M'S mission of bringing people together through fun and belonging.

  • Orange is now a meditation content host on Spotify, doing his best to help others find inner peace, whether or not he is able to do so for himself.
  • Yellow spent his whole career as an M&M'S spokescandy and was frankly born to be a spokescandy, so he's found a new home as the face of the Snickers brand, telling the world on Instagram and on stands in the latest issue of People Magazine.
  • Brown is becoming a guest host at Cheddar News, offering her perspective on representation in business, starting this Friday, Feb. 3, at 9:30AM ET. Viewers can find out how to watch Brown during her journey at Cheddar News here.
  • Purple is continuing her mission of spreading authenticity and acceptance through her passion for music, working with one of the world's best vocal coaches, Cheryl Porter, to create music on TikTok and Instagram.
  • Blue is becoming a sports commentator, lending his colorful take on every angle of the upcoming Big Game.
  • Red is trying to keep the spotlight and capitalize on his long tenured fame, by making his presence known on eBay to sell his M&M'S collectibles in his own store with items that remind us of his awesomeness. He's so awesome, his first batch of collectibles sold out in just one hour!
  • Green is partnering with trailblazing streetwear creator Jazerai Allen-Lord to create her very first sneaker design, telling her story across TikTok and Instagram inspiring future entrepreneurs.

The M&M'S Brand's new 30-second spot, produced by BBDO New York, will air during the third commercial break in the second quarter of Super Bowl LVII, on Sunday, Feb. 12, 2023. Additionally, fans will get to experience the full Super Bowl LVII campaign storyline, as part of the global brand refresh and focus on purpose that launched in January 2022.

For more information and updates on this Super Bowl LVII campaign and ad, fans can visit M&M'S

Mars, Incorporated is driven by the belief that the world we want tomorrow starts with how we do business today. As a global, family-owned business, Mars is transforming, innovating, and evolving to make a positive impact on the world. Across our diverse and expanding portfolio of quality confectionery, food, and pet care products and services, we employ 140,000+ dedicated Associates. With almost $45 billion in annual sales, we produce some of the world's best-loved brands including Ben's Original™, CESAR®, Cocoavia®, DOVE®, EXTRA®, KIND®, M&M'S®, SNICKERS®, PEDIGREE®, ROYAL CANIN®, and WHISKAS®. We are creating a better world for pets through our global network of pet hospitals and diagnostic services – including AniCura, BANFIELD™, BLUEPEARL™, Linnaeus and VCA™ – using cutting edge technology to develop breakthrough programs in genetic health screening and DNA testing. For more information about Mars, please visit Join us on Facebook, Twitter, Instagram, LinkedIn and YouTube.

*Morning Consult's list of Gen Z's Favorite Brands;

Angelina Franco

Katie Durkin



SOURCE Mars, Incorporated


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Will M&Ms have a Super Bowl ad? ›

The full 30-second ad spot will air during the first commercial break in the first quarter of Super Bowl LVIII, which will be broadcast on CBS on Sunday, Feb. 11, 2024.

How much did the M&M Super Bowl commercial cost? ›

If you answered that the cost of a 30-second ad this year is $7 million, you're right. That's about on par with last year's game, but represents a 55% jump from 2019.

Who got the M&M ring? ›

A unique promotion for this year's Super Bowl LVIII has been crafted by M&M's, as it creates a peanut butter enhanced 'almost champions' diamond ring for three NFL Hall of Fame legends, in the form of Dan Marino, Terrell Owens and Bruce Smith, reports Neill Barston.

What M&M color is the rarest advertisem*nt? ›

The rarest M&M color is generally considered to be brown. In the past, brown M&M's were discontinued for a period of time but were reintroduced in 1987 due to popular demand.

How much do 2024 Super Bowl ads cost? ›

Super Bowl LV, 2021 – $5.5 milllion. Super Bowl LVI, 2022 – $6.5 million. Super Bowl LVII, 2023 – $7 million. Super Bowl LVIII, 2024 – $7 million.

How many M&M commercials are in the Super Bowl? ›

The ad, Mars-Wrigley-owned M&M's ninth Super Bowl appearance, will appear in the first commercial break in the first quarter. While M&Ms spokescandies will be in the ad to provide commentary, they're not the focus as they had been last year.

How much does $1 second of a Super Bowl commercial cost? ›

To put that into perspective, it cost roughly $233,333 per-second for a Super Bowl ad slot in 2024. The average price tag hit $1 million by the mid-90s. According to USA TODAY Ad Meter, the average cost was $4 million a decade ago - meaning those ad prices have jumped 75% since then.

What is the ring on the M&M Super Bowl commercial? ›

The "M&M'S Almost Champions Ring of Comfort" features real lab-made diamonds created using M&M'S Peanut Butter, a product that consumers say gives them comfort. The innovative ring upends the long-standing sports tradition that only the winning team walks away with a Super Bowl ring.

Who did not advertise in Super Bowl? ›

Coca-Cola, PepsiCo, Hyundai and the Avocado industry will not advertise during the Super Bowl – though Pepsi will continue to sponsor the halftime show. “It's a bit of a gamble,” said Arpan Yagnik, assistant professor of advertising at Penn State Behrend, “but I think it's going to pay off.

What item is the most expensive Super Bowl ad for? ›

But Google and Amazon topped the list of most expensive commercials to promote their services during the Super Bowl in 2020. Amazon's "Before Alexa" and Google's "Loretta" commercials both had a budget of $16.8million (£13.3million) and left a lasting sign in everyone's memories.


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