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.
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.