Skittles is joining its Mars Inc. corporate siblings at the Super Bowl this year, as the brand airs its first commercial during the Big Game on Feb. 1. Mars chocolate brands such as M&Ms and Snickers are already Super Bowl stalwarts.
The Super Bowl debut of Skittles, which became a National Football League sponsor in 2014, comes with a teaser campaign from Olson Engage. It shows a Skittles-filled tailgate party in the vacant University of Phoenix Stadium parking lot, four weeks before the game in Glendale, Ariz. It uses Kurt Warner, the NFL quarterback who played with the Saint Louis Rams, New York Giants and Arizona Cardinals. The teaser tag says "Super Bowl XLIX is about to get awesomer."
Skittles' Super Bowl spot is being created by the brand's agency, DDB Chicago. The candy company hasn't disclosed anything about the commercial other than to say it is "activating the partnership for the first time following a tremendously successful relationship in 2014 with Marshawn Lynch and the Seattle Seahawks." Lynch is a huge fan of the candy and earlier this year struck a deal with Skittles that included limited-edition "Seattle Mix" packages featuring the team's signature blue and green colors.
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