Skittles: Broadway the Rainbow 

Confectionery brand Skittles created a Broadway musical instead of a TV ad to boost its Super Bowl presence and sales in the US.

Campaign details

Brand: Skittle Agency: ICF Next

The Challenge

The Super Bowl is the world's biggest marketing platform, as well as one of the largest candy-consuming days of the year. That's why Skittles spent years shelling out upwards of $5 million for :30 of airtime during the game.

But, in 2018, after years of watching its pregame stunts eclipse its in-game ads, the brand decided it didn't need an ad to own the platform. It made a full-fledged, David Schwimmer-starring spot for an audience of one teenager, and the resulting media blitz boosted sales (and captured 10...

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