Skittles: The Broadway Musical

James Barnett

Confectionery brand Skittles reached a Super Bowl-sized audience by appearing on Broadway with a bespoke new production.

Campaign details

Brand: SkittlesBrand owner: MarsLead agency: MediaComContributing agencies: DDB, ICF, NextCountry: United StatesIndustries: ConfectioneryMedia channels: Events & experiential, Integrated, Online display, Online video, Outdoor, out-of-home, Print, Public relations, Radio & audio, Social media, Television Budget: 5 - 10 million

Executive summary

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...

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