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SBD/October 7, 2013/Marketing and Sponsorship
Subway Debating Whether Returning As Super Bowl Advertiser Is Cost Effective
Published October 7, 2013
30 SECONDS TO MARS: Mars Chocolate North America President Debra Sandler said the company is “still in the process of deciding” whether Snickers or M&Ms will be the subject of its Super Bowl spot. Sandler said, “It is an internal rat race to decide which brand. Both brands are strong. We're looking for the brand that comes, quite frankly, forward with the most creative campaign, the campaign that has the most legs. Given the cost of advertising on the Super Bowl, we have to make sure it can do more than just run on the Super Bowl. So we're looking for a holistic, 360-degree campaign" (ADAGE.com, 10/4).