The most current press release on M & M’s is the new M & M’s chocolate bar instead of the usual M & M pieces we are used to. M And M’s created released commercials working with well known actress Christina Applegate, to promote the past years Superbowl and the new M & M candy bar.
M & M’s brand benefits from their partner in this case by partnering with sports and entertainment products. Using the Superbowl to promote a risky new M & M candy bar is smart for M and M’s because a very high volume of people will see it during the Superbowl, especially when there is a strong focus on commercials and advertising for the Super Bowl. M & M’s also benefits from their partner Christina Applegate because she is a famous actress who brings humor, entertainment, and surprise to the commercial. This helps M & M’s benefit by adding another strong visual component to their ad and a well known actress who likes M & M’s, and if an actress likes the new candy bar you should too. Christina Applegate also gets a lot of exposure and benefits from the commercial being seen by a large demographic of people.
When creating not only a new flavor of M & M but a new product it’s a risky move, so using a sports and an entertainment product that help promote and depth and trust to the new product to make people want to buy it.
https://www.thedrum.com/news/2019/01/22/christina-applegate-star-mm-s-super-bowl-commercial
Rachel Valentine 
M&M’s and chocolate in general are a good super bowl/football game snack that many fans (and non fans) are familiar with. It makes sense why they would want to advertise their new M&M’s chocolate bar during the biggest football game of the year. Featuring a celebrity is a good way to bring more brand awareness on top of playing during the Super Bowl. Do you think that there is any connection between Christina Applegate and football fans that would make the product seem more appealing? Or, rather, is this a way to draw in people who are not fans of football, but are fans of Christina Applegate?
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Promoting a new product in a Super Bowl ad was a smart idea by M&Ms. When advertising for a new product, companies want as many people to know about it as possible. The Super Bowl is arguably the largest platform for television ads, so tons of people will know about the new M&Ms chocolate bar.
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I agree that both M&M and Christina both get great exposure at the superbowl. She gets to show off her acting skills, while they show off their new product. In this case it’s a person endorsing a product rather than a brand endorsing another brand.
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A lot of major food companies usually use celebrities in their ads, to tie into the pop culture crowd. I know that M&M’s specifically has used a lot of pop culture references in their ads as well.
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Sports fans at home, especially during the Super Bowl are focused on food. You know, Tailgating, party platters, special dishes, etc. So launching a new food product will drive people to at least “try it” and the partners hope a small percentage sticks to builds brand loyalty for when they watch football again.
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