Mars Wrigley Kicks Off Super Bowl LV Ad Buys
Mars Wrigley is the first brand to officially announce an ad buy for the big game.
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Super Bowl LV is still on, despite the universe placing bets against the game. For at least one brand, the Super Bowl is too important to quit, even with the uncertainty.
On Thursday, Mars Wrigley confirmed to Adweek that it’s buying another Super Bowl ad spot this year. The news makes Mars Wrigley the first brand to officially announce an ad buy for the big game.
Shaky ground
From the postponed 2020 Olympics to players boycotting NBA Playoff games over Jacob Blake’s shooting, it’s tough to imagine a more uncertain time to plan marketing around sports.
How to handle the uncertainty? Make adjustments: As David Campanelli, Horizon Media’s chief investment officer, told Ad Age, “You have to take a ‘let’s assume it’s happening’ approach, but build backup plans and adjust if things change.”
Zoom out: While being the first one to jump off the cliff always seems risky, Mars Wrigley’s investment highlights a lesson to all marketers mulling a Super Bowl spot: Make sure your Plan A comes with a backup plan.
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