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TheStreet Open House

5 NFL Sponsors Being One-Upped at the Super Bowl

Mars Snackfood

Talking, anthropomorphized M&M's and ordinary people who transform into Roseanne Barr when they haven't had a Snickers are as much a part of the Super Bowl landscape as sentimental Clydesdales. So who would dare encroach on the official NFL candy sponsor's turf?

Well, just about anyone who has to compete with those chocolatey favorites. This year, Nestle's giving it a try by pitching a product that doesn't target Mars at all. The $4 million Nestle is spending to promote Butterfinger Peanut Butter Cups is actually aimed at taking on Hershey's Reese's Peanut Butter Cups line. Nestle is even ditching longtime spokestoon Bart Simpson for this one, saying only that it's going "much more broad."

While it's a threat for Hershey, any new product in the candy racks is a concern for Mars. It's bad enough that even non-candy competitors such as Wonderful Pistachios are gunning for it with two 15-second spots featuring Stephen Colbert. Throw some more chocolate into the mix, and it's going to take an army of wisecracking M&Ms to maintain Mars' sugar high.

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