Brand owner: Mars
Lead agency: MediaCom
Contributing agencies: DDB, ICF, Next
Country: United States
Media channels: Events & experiential, Integrated, Online display, Online video, Outdoor, out-of-home, Print, Public relations, Radio & audio, Social media, Television
Budget: 5 - 10 million
Confectionery brand Skittles reached a Super Bowl-sized audience in 2018 by appearing on Broadway with a bespoke new production, featuring new songs and a genuine celebrity star.
By opting out of the sporting frenzy and clutter surrounding America's biggest sporting event and creating new content, the brand attracted record impressions. Promoted in the same way as any new opening on Broadway, Skittles: The Broadway Musical hit 1.25bn impressions across paid, owned and earned channels, 47% higher than it achieved in 2017, when the brand actually paid for a game-day TV ad.