Skittles showed its "Exclusive the Rainbow" commercial
starring David Schwimmer to only one guy on Super Bowl Sunday.
The concept, which included teasers, generated plenty of buzz and
received accolades that included 10 Cannes Lions.
"We saw some pretty great results from last year. We thought we
offered something that was truly, uniquely Skittles," said Debbie
Litow, Skittles' brand manager.
Now, she's bringing the colorful candy brand to the stage.
Skittles is once again working with DDB on its project.
For Litow, it's a bit of a return to her childhood. She recalls
enjoying Broadway shows as a kid. During her first outing, when she
was just four years old, she recalls dancing and singing in the
aisle at "42nd Street."
People filling the 1,500-seat theater at New York's Town Hall on
Feb. 3 will get a first-hand look at "Skittles Commercial: The
Broadway Musical." The show is being written by Pulitzer-finalist
playwright Will Eno, in partnership with DDB Worldwide. It features
a 17-member cast and will include original songs backed by a live
band, Skittles said.
There are plans for lots of content leading up to the event,
including announcing a celebrity who is set to star in the show.
And with the show beginning at 1 p.m. EST on Super Bowl Sunday,
Skittles will have plenty of time to get clips ready to run online
later that day.
Proceeds from sales of the tickets, which range in cost from $30
to more than $200 apiece, will go to the nonprofit organization
Broadway Cares/Equity Fights AIDS. Mars Wrigley also plans to
donate up to $50,000.