Skittles is taking a strong-arm approach in its first-ever 2015 Super Bowl XLIX ad. The commercial preview features townspeople with enormous right arms, and the tag line, “It Will Be Settled.”
“It’s all about entertaining the viewers and the Skittles fans, and doing that in a humorous way,” said Matt Montei, senior marketing director at Chicago-based Wrigley, which owns the Skittles brand.
The spot from DDB Chicago continues an offbeat advertising approach that has helped build a large social media following and create a string of viral videos for Skittles.
The decision to tease but not fully release the ad is calculated to build buzz for Skittles, which is milking its initial foray into the Super Bowl for all its worth. The marketing effort kicked off with a tailgate party from the site of the Super Bowl four weeks before the game. The event included former Super Bowl MVP quarterback Kurt Warner in a hot tub filled with Skittles.
The brand is also looking to get some mileage out of a unique marketing relationship with the Seattle Seahawks star running back Marshawn Lynch, who grew up popping the colorful candies as game fuel. Lynch continued his sideline Skittles snacking in the NFL, and last year was made an official spokesman by the brand.
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