Skittles Brings ‘the Rainbow’ to Next Year’s Super Bowl as Advertiserby
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.”