Skittles Broadway Musical - Critical and Commercial Reviews
The Skittles musical received positive reviews from critics, including the Washington Post, Business Insider, Exeunt NYC, and Food&Wine.com. The musical earned $300,000 in box office revenue from a captivated audience, along with 2.5 billion impressions and $50 million in earned media.
SUCCESS THE SKITTLES OF THE LIVE THEATRE PRODUCTION
- This bold strategy earned Skittles $300,000 in box office revenue from a captivated audience, along with 2.5 billion impressions and $50 million in earned media.
- The Skittles musical show required consumers to pay $200 per ticket to attend.
- Skittles donated its ticket proceeds to Broadway Cares/Equity Fights AIDS.
- The Skittles musical show audience was approximately 1,500.
- As Ari Weiss, DDB's North American chief American creative officer explained after the rehearsal, people buy snacks for Super Bowl parties in the days leading up to the game, not during it. Mars challenged the agency to invent an ad that would create a conversation before the game.
- Like any other typical Broadway show, the brand sold merchandise associated with the play.
- According to Food & Wine, although the star Michael C. Hall called the titular snack "the perfect treat for this anti-capitalist uprising," this entire show was a very good marketing stunt by a company that has often embraced the unconventional methods of advertising.
- The Food & Wine web further described the show as a curious but ultimately admirable show that offers a surprisingly cynical take on advertising, selling out, and the "faceless multinational corporations" that pretend to be our friends."
- The songs presented at the show seem to be deceptively complex, and "the book has Eno's idiosyncratic humor without alienating the audience entirely."
WASHINTON POST REVIEW
- The Washington Post revealed that Skittles marketing department is a hotbed of disruptive promotional fervor. The Skittlers know you know all the tired tricks of the branding trade. They're fully versed in how steeped we all are in the dark arts of mercantile persuasion.
- "The Broadway Musical" is Exhibit A of their up-to-the-minute cheekiness — and respect for the American consumer's savvy. "
- "Taking as a given our collective grasp of the tenets of American salesmanship, "Skittles Commercial" lampooned our tortured relationships with sitcoms and celebrities and in the process turned an actor's decision to plug a product into an existential cataclysm."
EXEUNT NYC REVIEW
- The show was a strange, funny, dark, and ridiculous show and it has a pretty dense text for an ad (or even for a play)."
- The Exeunt NYC review web reports that somehow the commercial has eaten its cake still has it, "telling us we don't want to be controlled by advertising."
- The music seems to be infectiously catchy (someone can stream it on Spotify).
- "Skittles Commercial" also known as "The Broadway Musical," was a self-deprecatingly funny take on advertising itself.
- The most surprising part about the Skittles show was that it didn't feel like it was hastily put together by a brand. It did feel like a Broadway musical — and everything from the music to the costumes and even the choreography was top-notch.
- The show was a more in-depth look at how brands have infiltrated our lives. The show has evidence that Skittles poked fun and did not hesitate to insert itself into the show wherever an opportunity emerged.
Our team researched through various media/news outlet sites, business sites, consumer blogs, and theater sites to gain a detailed insight on the financial outcome of the play, besides, gathering review of critics from both creative and/or business backgrounds. We researched for the critical and commercial reviews of the Skittles musical on Broadway, which happened on February 3rd, 2019. Our methodology was mostly straightforward.