Super Bowl LI advertisers Avocados from Mexico, Snickers & Skittles gear up for game day

While many brands are focused on the holidays, a few are already looking past the New Year to February 5 and lining up their Super Bowl LI strategy. Avocados from Mexico (AFM), Skittles and Snickers have already released announcements about their Super Bowl plans.

For its second Super Bowl appearance, Avocados from Mexico is teaming up with Mexican-style food brand Old El Paso for its “Gauc Nation Program” — a campaign scheduled to run from January 4 through February 7, 2017.

“The Big Game ranks as one of the top occasions where avocados are served and guacamole is the No. 1 usage for avocados,” says AFM’s president Alvaro Luque in a release announcing the brand’s Super Bowl plans. “Maximizing avocado exposure before the Big Game, Guac Nation will reinforce the relationship between guacamole and football to provide a unique shopper solution through our second annual partnership with Old El Paso.”

AFM says it will be running a spot during the early part of the Super Bowl. The company reported that its ad during last year’s game “paid off extremely well” by generating more than 1.6 billion impressions in one week.

Avocados from Mexico Super Bowl 50 Ad

Skittles’ parent company, Wrigley, and Snickers’ parent company, Mars, also announced a partnership for their Super Bowl LI campaign. According to a joint release, Wrigley and Mars will play off their mock rivalry — pitting Skittles and Snickers candy against each other: “Wrigley and Mars Chocolate will deliver their second joint selling program, The Candy Bowl, to leverage the power of the companies’ combined product portfolio.”

Wrigley and Mars also reported gains from this year’s Super Bowl 50 ads: “While this is always a productive time period, the companies were able to drive an additional 20 percent incremental sales above what is typically seen, and retail partners are seeing the value as display orders continue to grow year over year.”

According to Ad Age, Anheuser-Busch InBev, Kia and WeatherTech have also confirmed they will be returning as Super Bowl advertisers for next year’s big game.

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Amy Gesenhues

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.