Even candy brands have decided to get in on the Super Bowl hype this year. Three internationally famous treats will be among the Super Bowl commercials for 2015, and one of them is not even going to advertise during the game.
Whenever someone is going to type in the keyword "Super Bowl" on Google, M&Ms, Skittles, and Snickers will be among the search results that come out on the first search page, according to BrandVerity, as reported by Marketing Land.
Skittles and Lynch go way back.
Seattle Seahawks running back, Marshawn Lynch, is best known for his electrifying running style, as well as his pretty nonchalant attitude. Taking a look at the way he punishes anyone who dares step into his path before he scores those touchdowns, fans have assumed that he munches on a lot of lean meat during breaks to keep him going.
However, it would turn out, according to CBC, that Lynch actually eats these "power pellets," as his mom so famously called them when he was still playing for little league football. Since then, every time Lynch scores a touchdown, Seahawks fans shower him with these rainbow treats.
However, the candy brand's Super Bowl ad teaser is not Lynch-related at all. It remains to be seen if the RB will be gracing this year's Super Bowl commercial of the candy brand.
According to Marketing Land, Skittles has already started to promote their ad on Google. Sadly, compared to other Super Bowl ads for this year, it only has a low share of voice. It may change, however, as game days nears.
Snickers, meanwhile, will be featuring Danny Trejo of "Machete." The famous tough guy will be spoofing Marcia of the Brady Bunch, showing his signature angry face as he brushes his long mane while counting every brush stroke. "103, 104, 105...," Trejo said in the clip. The muscular action star is seen wearing his signature leather vest with his chest tattoos on full display.
Snickers had reportedly said, according to Marketing Land, that if their teaser ad gains 2.5 million social mentions, they will decide to release the full ad at an earlier time. At present, this particular candy brand holds 4.6% of voice.
M&Ms, apparently, is not going to run a TV ad for this year's Super Bowl. However, the candy company has been using Google for promoting its customized team-themed treats. MyMMS.com was able to garner 3.1% share of voice, according to Marketing Land.
Although the candy brands are not spearheading as top impression earners for Super Bowl-related online queries, this is a big step for their industry. Last year, Nestlé's Butterfinger Cups were the only candies that appeared on BrandVerity's list of top ads.
