Another day, another company committing airtime to Super Bowl XLVI. The real news from Mars Chocolate North America, however, is that its M&M’s brand would replace sibling Snickers – which over the past two years has had memorable spots starting Betty White and Roseanne Barr, respectively.

Mars said it would run a 30-second M&M ad during the first quarter of the game, to air on NBC on Feb. 5. Thirty-second spots are going for upward of $3.5 million, according to industry analysts.

This will be the second M&M commercial to air during a Super Bowl, following a spot that ran during Super Bowl XLIII (pictured). The company said that details regarding the spot would follow next month.

“We’re very excited to have M&M’S featured during one of the world’s largest parties,” Debra Sandler, chief consumer officer for Mars Chocolate North America, said in a statement.

Regarding the company’s “You’re Not You When You’re Hungry” campaign, Sandler said, “Snickers will prove to be a tough act to follow, but we’re confident our M&M’S spot will have everyone talking on the morning of February 6.”

Betty White and Abe Vigoda were featured in a Snickers ad during Super Bowl XLIV, Roseanne Barr and Richard Lewis were pair during Super Bowl XLV. White’s appearance led to a career resurgence.