PPAI Magazine April 2024

Community | Buzzworthy 5. M&M’s Gives ‘Almost Champions Ring of Comfort’ To Three NFL Greats Speaking of rings, M&Ms picked up the idea and ran with it for the company’s 2024 Super Bowl promo featuring peanut butter M&Ms. In tandem with its TV ad, the candy company presented a diamond-encrusted “M&M’s Almost Champions Ring of Comfort” to three NFL Hall of Famers who played in a Super Bowl but didn’t win. Each 14-karat gold ring features lab-created diamonds forged from peanut butter on the top of the ring, which sports a bejeweled M&M mascot carrying a football. It opens to reveal a tiny bowl stadium perfectly sized to hold a single peanut butter M&M. The M&Ms campaign also included a limited-edition “Champion Comfort Collection” in partnership with the storied athletic brand that invented the hoodie. Fans signed up online, and those whose favored team didn’t win were entered in a drawing to win a pack of peanut butter M&Ms and an exclusive set from the collection, which included a hoodie featuring a red M&M on the chest and a row of six candies in the brand’s classic colors embroidered on the hood. IMAGES: M&Ms 72 • APRIL 2024 • PPAI