Super Bowl

Skittles to Return for Third Consecutive Super Bowl

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Mars and Wrigley are conducting their second joint sales program leading up to the Super Bowl -- 'The Candy Bowl,' encouraging people to choose whether they are Team Skittles or Team Snickers.
Mars and Wrigley are conducting their second joint sales program leading up to the Super Bowl -- 'The Candy Bowl,' encouraging people to choose whether they are Team Skittles or Team Snickers. Credit: Mars, Inc.
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Skittles is returning for its third consecutive Super Bowl commercial, joining sibling brand Snickers, which previously said it would be back for the big game.

The Skittles spot for Super Bowl LI is set to come from Adam & Eve/DDB. The brand's first two Super Bowl commercials came from DDB Chicago.

The upcoming spot will be part of Skittles' long-running "Taste the Rainbow" campaign and will not feature a celebrity. Its spot for Super Bowl 50 showcased a talking and singing portrait of Steven Tyler made out of Skittles and the rock star himself. Skittles, which is marketed by Mars-owned Wrigley, made its Super Bowl debut in 2015 with an ad called "Settle It" that had an arm wrestling theme.

Skittles is coming back to the big game after a big social media moment earlier this year. In September, Donald Trump Jr. equated a bowl of the colorful candy to Syrian refugees. The brand distanced itself from the message that included the comment "Skittles are candy. Refugees are people."

Mars is an official NFL sponsor. Starting today, Mars and Wrigley begin their second consecutive Super Bowl-related joint sales program leading up to the Super Bowl. "The Candy Bowl" will push people to choose whether they are on Team Skittles or Team Snickers. The promotion includes in-store displays and online elements, with chances for people to win instant prizes and enter a grand prize sweepstakes.

In October, Mars Inc. said it plans to combine its chocolate and Wrigley segments into one unit, Mars Wrigley Confectionery. Back in May, Mars confirmed that Snickers would be back with a commercial during Super Bowl LI.