Unwrapping M&M's Super Bowl Magic: How to Manage A Legacy Brand with Jessica Adelman

M&M’s is Gen Z’s favorite brand. Its spokescandies are beloved by all, so much so that any minor change to their cadence can cause a political discourse and polarize the nation. How does a legacy brand stay relevant in the modern world and remain pervasive in the minds of millions? In honor of the upcoming Super Bowl, we’re revisiting the 2023 M&M Super Bowl campaign with Jessica Adelman, Senior Vice President of Corporate Affairs and Communications at Mars Wrigley. She gives insights into the captivating integrated advertising strategy, as well as tips for how world-famous brands can charm their audiences while remaining authentic to their corporate purpose.Featuring:Jessica Adelman, Senior Vice President, Corporate Affairs at Mars WrigleyHost:Fred Cook (@fredcook), Chairman Emeritus of Golin, a global PR firm. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public RelationsFollow us: @Center4PR (Twitter, Facebook and Instagram)Newsletter: News from the USC Center for Public RelationsVisit our website: https://annenberg.usc.edu/research/center-public-relations Production CreditsA production of the USC Annenberg Center for Public Relations at the University of Southern California.Host: Fred CookExecutive Producer: Ron AntonetteSeason 7 Producers: Joe Carreon and Anvi MahajanProduction: Camille Culbertson, Jack Gisler, Toma BattinoEditorial: Joey Cha, Ivan Feng, Natalie Lopez, Grace AnSocial Content: Angelina Tran, Hailey Evans, Arushi Purkayastha, Chris ApyGrowth: Van Luu, Shaan DhaliwalLinksFollow the USC Center for PR (@usccenterforpr) on Instagram and LinkedIn. Follow Fred Cook on LinkedIn. Find all our reports at annenberg.usc.edu/cpr.Download the 2025 Relevance Report at annenberg.usc.edu/relevance