Snickers Offers a 'Sneak Peek' at New Super Bowl Ad

Consumers Will Get To Pick Their 'Most Satisfying' Ending After The Game;

Chicago Bears and Indianapolis Colts Players Get The First Vote

Jan 29, 2007, 00:00 ET from Masterfoods USA

    HACKETTSTOWN, N.J., Jan. 29 /PRNewswire/ -- SNICKERS(R) announced today
 that the brand is leaping into the Super Bowl fray with an ad that's sure
 to satisfy fans' desire for laughter and being a part of the action. In the
 ad, two mechanics share a Snickers Bar that will change both of them
 forever. Consumers can preview the first portion of the spot at , and then see the full ad on Super Bowl
 Sunday, February 4.
     (Photo: )
     The spot, which was created by TBWA\Chiat\Day New York, will air during
 the first half of Super Bowl XLI on CBS. The ad represents Snickers' return
 to the "big advertising game" for the first time since 2001.
     After the story unfolds during the Super Bowl, consumers can log on to to see the full ad and three alternative
 endings that were created for the spot. Fans can cast their vote for their
 most satisfying ending, and the resulting favorite ad will be the next
 version to air.
     The advertising has been closely guarded by the Snickers team. The only
 "outsiders" who have previewed the ad -- and the alternative endings -- are
 select players from the Chicago Bears including Rex Grossman, Robbie Gould,
 Desmond Clark, Alex Brown and Muhsin Muhammad; plus Indianapolis Colts
 players Marvin Harrison, Dwight Freeney, Joseph Addai and Cato June. Their
 reactions speak for themselves:
     --  "In this commercial there is a significant 'bam' that's the moment.
         People are going to scream and laugh!" - Rex Grossman, quarterback,
         Chicago Bears
     --  "This commercial is gonna catch you off-guard." - Muhsin Muhammad,
         wide receiver, Chicago Bears
     --  "Definitely one to talk about the next day." - Marvin Harrison, wide
         receiver, Indianapolis Colts
     --  "Definitely something you'll always remember.  I mean, you've seen
         nothing like this anywhere!" - Dwight Freeney, defensive end,
         Indianapolis Colts
     --  "You're definitely crowding the line, it's one of those that's gonna
         be remembered!" - Cato June, linebacker, Indianapolis Colts
     "The players never get the opportunity to see the ads because they're
 on the field," said Michele Kessler, vice president of marketing at
 Masterfoods USA. "So we thought it would be fun to preview the spot and the
 endings with some of them. Their reaction was exactly what we anticipate on
 game night -- lots of laughs and a lot of people seeking the satisfaction
 of a Snickers bar!"
     "The Super Bowl is the perfect environment for Snickers and for this
 spot because of the brand's icon status and its relationship with the NFL.
 We wanted something that would get people talking during -- and after --
 the game," said Gerry Graf, executive creative director at TBWA\Chiat\Day
 New York.
     About Masterfoods USA
     Masterfoods USA, the United States food, snack and pet care operations
 of Mars, Incorporated, is one of the world's leading food manufacturers.
 With more than $5 billion in annual sales, the combined food, snack and pet
 care segments are a symbol of excellence for quality brands. Headquartered
 in Hackettstown, NJ, Masterfoods USA employs more than 8,000 associates in
 the United States, with 39 facilities nationwide. The company owns some of
 the world's favorite brands including M&M'S(R) Brand, SNICKERS(R) Brand,
 UNCLE BEN'S(R) Brand, PEDIGREE(R) Brand Food for Dogs, WHISKAS(R) Brand
 Food. Snickers is the #1 selling candy bar in America.
     About PLAYERS INC
     Formed in 1994, PLAYERS INC is the licensing and marketing subsidiary
 of the NFL Players Association. Representing more than 1,800 active and
 3,500 retired NFL players, PLAYERS INC "takes the helmets off" the players
 and markets them as personalities as well as professional athletes. Through
 an exclusive sponsorship agreement between the NFL and PLAYERS INC, NFL
 players are integrated into NFL sponsor activation programs through PLAYERS
 INC. In addition, under an exclusive agreement between the NFL and PLAYERS
 INC, NFLPLAYERS.COM, PLAYERS INC's official website, is part of the NFL
 Internet Network. Each year PLAYERS INC negotiates and facilitates more
 than 3,500 player marketing opportunities for NFL players. PLAYERS INC
 activities include retail licensing, corporate sponsorships and promotions,
 special events, radio and television projects, publishing and internet. For
 more information, please visit .

SOURCE Masterfoods USA