How Skittles found its sweet spot at the 2018 Super Bowl

Lucy Aitken

Provides an overview of the Skittles 2018 Super Bowl campaign and explains how an ad that nobody saw led to a 7% sales increase.

“Paying $3 million for a 30-second commercial makes as much sense as putting sauerkraut on a donut.” So said MillerCoors back in 2009 when it decided that enough was enough with escalating Super Bowl costs. That year, it ran a series of one-second commercials which didn’t even transmit in New York, Chicago and Los Angeles. Yet the ads still promoted an 8.6% sales spike for High Life beer the week after the Super Bowl.

If Miller Coors was fainting at the cost of a 2009 Super Bowl spot, it would be apoplectic at the cost of a 2018 30-second spot:...

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