The commercial, scheduled to air during the first quarter, will anchor a broader strategy to introduce the animated star, which also will include print, Internet and on-site activation in Los Angeles and New York.
Thirty-second commercials during Super Bowl XLVI are going for upward of $3.5 million, according to industry analysts.
Mars described Ms. Brown as having her “own distinct personality, which is rooted in her wisdom, high intelligence and sharp wit. Her unmatched knowledge of milk chocolate vaulted her to the position of Chief Chocolate Officer – a position she’s excelled in for 70 years.”
Following the Super Bowl ad, which was created by BBDO, NY, Mars said it would keep Ms. Brown in the national spotlight via a series of TV, print, digital ads, social media destinations including Facebook and her own Twitter account and POP promotions.
M&M’S said it would unveil the first images of Ms. Brown during special events on Jan. 30 at The Grove in Los Angeles and M&M’s World in New York.
Ms. Brown joins Ms. Green as the two female spokes-candies. M&M’s has appeared in previous Super Bowls with spots featuring Red, Blue, Orange and Yellow, most recently during Super Bowl XLIII. Sibling brand Snickers has been featured in the past two Super Bowls with commercials featuring Betty White and Roseanne Barr, respectively.
“We’re very excited to introduce Ms. Brown to the world,” Debra Sandler, chief consumer officer for Mars Chocolate North America, said in a statement. “Now is the time for Ms. Brown to step into the spotlight – and there’s no bigger spotlight than Super Bowl Sunday.”