Skittles has a history of being disruptive during the Big Game and the Mars brand will continue with this legacy this year. For their Super Bowl plans this year, the brand will deliver a live, in-person Skittles “commercial” at one consumer’s home: starring actor Elijah Wood.
Fans can visit DeliverTheRainbow.com from Jan. 13–21 to enter to have Wood deliver the candy and perform at their home on Feb. 8.
“Through Deliver The Rainbow, we’re reimagining what a Big Game ad can be – one that provides ‘an escape from common sense’ and lives in the real world,” said Ashley Gill, vice president, brand & content marketing at Mars Snacking North America. “By stepping outside traditional broadcast, Skittles can meaningfully participate in the cultural conversation in a way that feels more surprising, more playful, and more in line with our brand DNA.”
“It reinforces SKITTLES as a brand that doesn’t just participate in cultural moments, but reshapes them through playful, perplexing experiences that break routine and spark joy,” she added.
The Super Bowl is one of the biggest snacking and food delivery moments of the year and the stunt gives the brand an opportunity to promote snack delivery in collaboration with Gopuff. The experience will be captured and shared across social channels after the game.
“The program is designed to earn attention through a mix of social, PR, and creator amplification leading up to the Big Game, with fans following along in real time as the experience unfolds,” said Gill. “By designing the moment to be inherently unexpected and shareable, we’re letting curiosity and conversation fuel awareness organically.”
