It will be the first time Nestlé has used a 30 second TV ad at the game to launch a product.
Super Bowl XLVIII is expected to draw in 108m viewers on TV. The half-time show with adverts, A-list celebrities and entertainers, is as much of an event as the game itself.
“The Super Bowl is a pop culture event that stretches over several months, allowing a brand to connect with consumers in telling a story, generating a significant amount of media attention along the way, and driving awareness and word of mouth among consumers,” said Jeremy Vandervoet, marketing manager Butterfinger, Nestlé.
Mars Chocolate North America will entertain viewers on social media with four-time Super Bowl champion Joe Montana and an M&M’s cartoon character.