Super Bowl marketers can teach a lot about the crafts of brand image and selling. But so can companies that play around the edges of the event. And Skittles is about to do that--with great success--for the second year running.

Last year it was an amazing stunt of having four potential ads, all featuring David Schwimmer, but only one would show during the Super Bowl--and that to a single teenager. Here are the teaser ads:

\n

\n

And a bit more behind the scenes:

\n
\n

\n

Yes, kind of twisted. And it worked so well for the brand that Mars Wrigley, which makes the treats, decided to go a step further: Broadway.

\n

Yes, there will be a 30-minute musical called, as you might expect, \"Skittles Commercial: The Broadway Musical.\" It starts at 1 p.m. on Feb. 3, 2019..

\n

The writer is Pulitzer-finalist playwright Will Eno. Music and lyrics are from Drew Gasparini and Nathaniel Lawlor. All are working with the agency for Mars Wrigley, DDB Worldwide.

\n

A live band backs a cast of 17--all Broadway vets--and including a celebrity star yet to be named. The theme: consumerism and ubiquitous brand advertising.

\n

Tickets run from $30 to $300 and many are still available for the 1,500-person theater. The money goes to Broadway Cares/Equity Fights AIDS, with more money, up to $50,000, added by Mars Wrigley.

\n

There will even be a Broadway cast recording.

\n

In other words, yes, this is going to be a real musical of short planned duration. (Although single-performance plays and musicals aren't unknown on Broadway.) People could literally attend, leave, grab a meal, and then still find themselves waiting for the Super Bowl to start.

\n

This is a great example of going the opposite direction when everyone else is marching like a herd of cows. You get a greater chance of being noticed and picking up coverage, plus you're not marketing in a crowded room with so many others.

\n

Is a move like this cheap? Not a chance. But given the enormous costs of producing and airing a Super Bowl spot, you might wonder if a musical could bet the less expensive option.

","inc_code_only_text":null,"inc_pubdate":"2019-01-15 13:11:52","inc_promo_date":"2019-01-15 13:11:52","inc_custom_pubdate":null,"inc_feature_image_override":"","inc_feature_image_background_color_override":null,"inc_show_feature_imageflag":true,"inc_feature_image_style":"pano","inc_image_caption_override":null,"inc_autid":0,"inc_typid":1,"inc_staid":7,"inc_serid":0,"inc_prtid":0,"inc_activeflag":true,"inc_copyeditedflag":false,"inc_flag_for_reviewflag":false,"inc_lock_articleflag":true,"inc_react_displayflag":true,"inc_filelocation":"erik-sherman/skittles-readies-a-second-hit-super-bowl-promotion-that-wont-show-during-game.html","inc_override_url":null,"inc_hide_article_sidebarflag":false,"inc_custom_sidebar":null,"inc_show_read_moreflag":true,"inc_display_video_at_bottomflag":false,"inc_autoplay_videoflag":true,"inc_full_width_read_moreflag":false,"inc_custom_footer":null,"inc_custom_teaser":null,"inc_hide_video_prerollflag":false,"inc_custom_css":null,"inc_custom_javascript":null,"inc_canonical_url":null,"inc_meta_keywords":null,"inc_column_name_override":null,"inc_newsworthyflag":true,"inc_notepad":null,"inc_track_changesflag":false,"time_updated":"2019-01-20 06:00:02","channels":[{"id":25,"cnl_name":"Marketing","cnl_filelocation":"marketing","cnl_featuretype":"None","cnl_custom_color":null,"cnl_calculated_color":"F6861F","cnl_contributor_accessflag":true,"cnl_custom_article_footer":null,"cnl_global_nav_background_color":null,"cnl_global_nav_background_gradient_start":null,"cnl_global_nav_background_gradient_end":null,"cnl_iflid":0,"sortorder":null},{"id":374,"cnl_name":"Wire","cnl_filelocation":"wire","cnl_featuretype":null,"cnl_custom_color":null,"cnl_calculated_color":null,"cnl_contributor_accessflag":false,"cnl_custom_article_footer":null,"cnl_global_nav_background_color":null,"cnl_global_nav_background_gradient_start":null,"cnl_global_nav_background_gradient_end":null,"cnl_iflid":0,"sortorder":1}],"categories":[],"primarychannelarray":null,"authors":[{"id":2406,"aut_name":"Erik Sherman","aut_usrid":366874,"aut_base_filelocation":"erik-sherman","aut_imgid":12087,"aut_twitter_id":"ErikSherman","aut_title":"Contributor, Inc.com","aut_blurb":"Erik Sherman's work has appeared in such publications as The Wall Street Journal, The New York Times Magazine, and Fortune. He also writes at Fortune.com and Forbes.com.","aut_footer_blurb":"Erik Sherman's work has appeared in such publications as The Wall Street Journal, The New York Times Magazine, and Fortune. He also writes at Fortune.com and Forbes.com.","aut_column_name":"TechTown","aut_atyid":2,"aut_newsletter_location":null,"authorimage":"https://www.incimages.com/uploaded_files/image/100x100/eriksherman_336x336_12087.jpg","sortorder":null}],"images":[{"id":381064,"sortorder":null}],"inlineimages":[],"photoEssaySlides":null,"readMoreArticles":null,"slideshows":[],"videos":[],"bzwidgets":null,"relatedarticles":null,"comparisongrids":[],"products":[],"keys":["Marketing","Wire","Erik Sherman","Columnist"],"meta_description":"When everyone heads in one direction, try going the other way.","brandview":null,"internationalversion":[],"imagemodels":[{"id":381064,"img_foreignkey":"613610376","img_gettyflag":true,"img_reusableflag":false,"img_rightsflag":false,"img_usrid":0,"img_pan_crop":null,"img_tags":null,"img_reference_name":"getty_613610376.jpg","img_caption":null,"img_custom_credit":null,"img_bucketref":null,"img_panoramicref":"getty_613610376.jpg","img_super_panoramicref":null,"img_tile_override_imageref":null,"img_skyscraperref":null,"img_gallery_imageref":null,"credit":"Getty Images","sizes":{"panoramic":{"original":"uploaded_files/image/getty_613610376.jpg","1230x1672":"uploaded_files/image/1230x1672/getty_613610376_381064.jpg","1940x900":"uploaded_files/image/1940x900/getty_613610376_381064.jpg","1270x734":"uploaded_files/image/1270x734/getty_613610376_381064.jpg","0x734":"uploaded_files/image/0x734/getty_613610376_381064.jpg","1150x540":"uploaded_files/image/1150x540/getty_613610376_381064.jpg","970x450":"uploaded_files/image/970x450/getty_613610376_381064.jpg","640x290":"uploaded_files/image/640x290/getty_613610376_381064.jpg","635x367":"uploaded_files/image/635x367/getty_613610376_381064.jpg","0x367":"uploaded_files/image/0x367/getty_613610376_381064.jpg","575x270":"uploaded_files/image/575x270/getty_613610376_381064.jpg","385x240":"uploaded_files/image/385x240/getty_613610376_381064.jpg","336x336":"uploaded_files/image/336x336/getty_613610376_381064.jpg","300x520":"uploaded_files/image/300x520/getty_613610376_381064.jpg","300x200":"uploaded_files/image/300x200/getty_613610376_381064.jpg","284x160":"uploaded_files/image/284x160/getty_613610376_381064.jpg","155x90":"uploaded_files/image/155x90/getty_613610376_381064.jpg","100x100":"uploaded_files/image/100x100/getty_613610376_381064.jpg","50x50":"uploaded_files/image/50x50/getty_613610376_381064.jpg"}}}],"formatted_text":"<p><a href="https://www.inc.com/erik-sherman/7-tips-for-marketers-from-the-super-bowl-ads.html" target="_blank">Super Bowl marketers</a> can teach a lot about the crafts of brand image and selling. But so can companies that play around the <a href="https://www.inc.com/erik-sherman/newscastle-brown-owns-super-bowl-ads-even-before-the-game.html" target="_blank">edges of the event</a>. And Skittles is about to do that--with great success--for the second year running.</p>\n<p>Last year it was an amazing stunt of having four potential ads, all featuring David Schwimmer, but only one would show during the Super Bowl--and that to a single teenager. Here are the teaser ads:</p>\n<div class="youtube-embed-wrapper" style="height: 0px; overflow: hidden; padding-top: 30px; padding-bottom: 56.25%; position: relative;"><iframe width="640" height="360" src="//www.youtube.com/embed/pSiWkVE2_zc?rel=0" frameborder="0" allowfullscreen="" style="left: 0px; top: 0px; width: 100%; height: 100%; position: absolute;"></iframe></div>\n<p></p>\n<p>And a bit more behind the scenes:</p>\n<div class="youtube-embed-wrapper" style="height: 0px; overflow: hidden; padding-top: 30px; padding-bottom: 56.25%; position: relative;"><iframe width="640" height="360" src="//www.youtube.com/embed/ExAZTG6XKrU?rel=0" frameborder="0" allowfullscreen="" style="left: 0px; top: 0px; width: 100%; height: 100%; position: absolute;"></iframe></div>\n<p></p>\n<p>Yes, kind of twisted. And it worked so well for the brand that Mars Wrigley, which makes the treats, decided to go a step further: Broadway.</p>\n<p>Yes, there will be a 30-minute musical called, as you might expect, "Skittles Commercial: The Broadway Musical." It starts at 1 p.m. on Feb. 3, 2019..</p>\n<p>The writer is Pulitzer-finalist playwright Will Eno. Music and lyrics are from Drew Gasparini and Nathaniel Lawlor. All are working with the agency for Mars Wrigley, DDB Worldwide.</p>\n<p>A live band backs a cast of 17--all <a href=" http://www.playbill.com/article/skittles-to-debut-new-musical-in-nyc-during-2019-super-bowl" target="_blank">Broadway vets</a>--and including a celebrity star yet to be named. The theme: consumerism and ubiquitous brand advertising.</p>\n<p><a target="_blank" rel="nofollow" href="https://www.skittlesthemusical.com/tickets-info">Tickets run</a> from $30 to $300 and many are still available for the 1,500-person theater. The money goes to Broadway Cares/Equity Fights AIDS, with more money, up to $50,000, added by Mars Wrigley.</p>\n<p>There will even be a <a target="_blank" rel="nofollow" href="https://www.skittlesthemusical.com/music">Broadway cast recording</a>.</p>\n<p>In other words, yes, this is going to be a real musical of short planned duration. (Although single-performance plays and musicals aren't unknown on Broadway.) People could literally attend, leave, grab a meal, and then still find themselves waiting for the Super Bowl to start.</p>\n<p>This is a great example of going the opposite direction when everyone else is marching like a herd of cows. You get a greater chance of being noticed and picking up coverage, plus you're not marketing in a crowded room with so many others.</p>\n<p>Is a move like this cheap? Not a chance. 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