For its Super Bowl strategy this year, Skittles will be putting on a show – literally. The brand recently announced that it’ll be putting on a 30-minute performance in New York City titled “Skittles Commercial: The Broadway Musical” on the day of the Super Bowl (February 3), instead of buying a 30-second spot during the game.
The show will be performed just one time at The Town Hall in Times Square, starting at 1 p.m. Very little is known about it so far – for example, we don’t even know who will get to see it, outside of those who buy tickets.
What we do know is that they plan on having a celebrity lead the show, though the brand has yet to tell us who that person will be. Other prominent names in the theater world have also joined the production.
Additionally, we know that proceeds for the show will go to Broadway Cares/Equality for AIDS. For that reason, it’s sure to be a heart-warming event – but knowing the brand’s quirky tendencies in past Super Bowl campaigns, it’ll probably be a little whacky as well.
It’s a big gamble for the brand, but one that’ll undoubtedly draw plenty of attention.