Skittles returns to Super Bowl for third consecutive year

Adam&eveDDB will create the celebrity-free "Taste the Rainbow" spot

Adam&eveDDB is creating a Super Bowl LI spot for Skittles, a spokeperson for Wrigley’s, the parent brand of Skittles, told Campaign US.

This will be the third consecutive Super Bowl showing for Skittles. "The ad will a part of Skittles’ long-standing, successful ‘Taste the Rainbow’ campaign and will not feature a celebrity, said a spokesperson for Wrigley’s. There is no word yet on the length of the commercial, though last year’s Skittles Super Bowl ad was a 30-second spot featuring Aerosmith singer Steven Tyler and a candy doppelganger.

Snickers, also owned by Mars, has previously confirmed that it will release a 30-second Super Bowl LI spot, and the promotions of the two brands often mirror each other. Both Skittles and Snickers will participate in a marketing rivalry dubbed the "Candy Bowl" that begins and run through Feb. 27, 2017. Fans can text a picture or keyword—"Team Snickers" or "Team Skittles"—for a chance to win tickets to a regular season NFL game of their choice.

Super Bowl LI spots reportedly cost nearly $5 million, but Fox—the network broadcasting the game—has already sold 90 percent of its inventory. Between 15 and 17 30-second slots remain available.

In 2015, Skittles made its first foray into the Super Bowl, shelling out $4.5 million for a 30-second spot filled with large-armed yokels. The brand’s absurdist bent has been lucrative—Skittles is the bestselling non-chocolate candy in the country—so it seems likely to continue that tone in Super Bowl LI.

Don’t expect any references to politics, either. After being unwillingly dragged into the refugee debate by Donald Trump, Jr. in September, Mars and Skittles were extraordinarily careful to avoid any semblance of marketing in response.

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