Dive Brief:
- Skittles, part of Mars Inc.'s Wrigley unit, will run its first Super Bowl commercial when this season's championship game is played Feb. 1.
- Skittles benefited from a considerable amount of free publicity during last year's Super Bowl. Seattle Seahawks running back Marshawn Lynch is a compulsive eater of the candy during games.
- Details of the ad were not released, but it's widely expected that the rainbow candy will attempt to tie its commercial to its successful social media programs.
Dive Insight:
The big game is still months away, but marketers must think ahead. Given the amount of money on the line - a 30-second spot will go for about $4.5 million - it's already late in the game for advertisers.
That means there's little doubt that Skittles knows what its Super Bowl ad will look like. The only questions are whether Lynch will be featured, and whether the Seahawks return to the Super Bowl.
