M&M’s Lab-Grown Diamond Ad Airs During Super Bowl

[PinkDiamond]

This is on the 'almost champions' rings M&M's decided to make for the losing team, with LGDs supposedly made from their peanut butter M&Ms, which still cracks me up. This also tells us of another LGD diamond being given away by another restaurant, and the food companies who've made LGDs from their foods, so I got a kick out of this one. They need to follow FTC guidelines next time they advertise their LGDs though because the superbowl ad was in violation of the FTC's ban on words like 'natural', and using the word diamond with no modifiers when referring to LGDs.

M&M’s Lab-Grown Diamond Ad Airs During Super Bowl
By Rob Bates | February 12, 2024



"An M&M’s commercial during Super Bowl LVIII was built around the candy brand’s “Almost Champions Ring of Comfort,” a consolation prize studded with 24 lab-grown diamonds made from peanut butter M&M’s.

“We took comforting M&M’s peanut butter and compressed it into real diamonds,” declares former Miami Dolphins quarterback Dan Marino—identified as an “almost champion”—in the ad. “Then we polished them with the sighs of those who almost won a Super Bowl.”

People in lab coats collect sighs for the rings from Super Bowl losers Terrell Owens and Bruce Smith, as well as actress Scarlett Johansson, who laments, “I’ve lost two Oscar races.”

M&M’s has said it created the diamonds using technology from LifeGem, a company best known for claiming it can create gemstones out of cremated remains (though some have raised doubts about that).

Jewelers Vigilance Committee president and CEO Tiffany Stevens says the M&M’s Super Bowl spot is likely not fully compliant with the Federal Trade Commission’s jewelry guides, which state: “It is unfair or deceptive to use the word ‘real,’ ‘genuine,’ ‘natural,’ ‘precious,’ ‘semi-precious,’ or similar terms to describe any industry product that is manufactured or produced artificially.” (In the FTC’s latest revision of the jewelry guides, it asked for industry comment on that issue.)

“This is a super-interesting use case,” Stevens says. “They should not have said ‘real diamonds.’ That is absolutely reserved for natural diamonds, and they should have specified they were grown in a lab. Given the visual, it is a lukewarm disclosure, but likely not enough.”

The commercial wasn’t exactly a win for the lab-grown side, as the comfort ring goes to the losers, while the championship team gets a ring made with natural diamonds.



Besides M&M’s, other food brands have climbed on the food-to-gemstone bandwagon recently. A&W Restaurants is holding a contest to win a diamond created from its ... "
https://www.jckonline.com/editorial-art ... uper-bowl/