Skittles: The NFL tastes the rainbow

Skittles, a sweets brand, launched a two-tiered influencer and content campaign for the Super Bowl, in order to increase its share of voice in the US.

Campaign details

Brand: SkittlesAgency: Olson Engage

The Situation

Skittles is a famously offbeat brand renowned for putting a twist on reality. Since 2014, it's also been a sponsor of the National Football League, which is both the largest and most competitive sports-sponsorship platform, with a long list of blue-chip brands looking to stand out. Outspent considerably by the likes of Anheuser-Busch, Pepsi and McDonald's, Skittles entered the 2016-17 season seeking to increase its share of fans' attention.

To do that, the brand decided to act as an entertainer - its long-time role as a brand-rather than a...

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