Skittles Brings ‘the Rainbow’ to Next Year’s Super Bowl as Advertiser

Seahawks quarterback Russell Wilson throws Skittles candies to Seattle fans after a game against the Arizona Cardinals in 2013 Photograph by Ross D. Franklin/AP Photo

To cash in on Lynch’s fan base, Wrigley inked an endorsement deal with the athlete and teamed up with the Seahawks to auction limited-edition blue and green “Seattle Mix” packs, with the proceeds going to charity. Also, the candy maker recently aired a video in which ESPN’s Trey Wingo gets a surprise shower of Skittles.

A pricey Super Bowl ad would take Wrigley’s commitment to football to the next level. “The Super Bowl is not just a football game; it’s a national holiday,” says Ben Shields, a lecturer at MIT’s Sloan School of Management and co-author of The Sports Strategist. “Skittles will be reaching more than 100 million people in the U.S.”

Shields adds that Skittles has historically been a savvy brand in the social media space. Its Facebook page, for instance, has garnered 26 million “likes.” He expects the brand will likely use the Super Bowl ad “as a gateway to a comprehensive social media program.”

Wrigley hasn’t been forthcoming about its plans. In an e-mailed statement, the company said only, “Skittles will continue making game day ‘awesomer’ in 2015, including a variety of activities from the Rainbow around Super Bowl Sunday.”

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