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Instead of creating a 30-second spot to air during the Super Bowl, Skittles will be staging a 30-minute Broadway musical at The Town Hall in Times Square.

“Skittles Commercial: The Broadway Musical,” written by playwright and Pulitzer finalist Will Eno in partnership with DDB Worldwide, will be performed only one time on February 3rd in front of a live audience. The show will have a 17-member cast, including a special celebrity that has not yet been announced, along with original songs played by a live band. Tickets are on sale and available to the public with prices ranging from $30 to $205. All proceeds will go to Broadway Cares/Equity Fights AIDS, a nonprofit organization that raises money and creates grants to provide people with lifesaving medication and healthcare, and Skittles will match the donation. Fans can buy tickets, provide direct donations and learn more at and follow the conversation on Facebook, Twitter and Instagram.

Through this campaign, the brand was able to avoid the pricy cost of a 30-second Super Bowl commercial while still creating a buzz. Instead of competing with other brands on game day, Skittles already has a head start on receiving media attention with this fun, unique event.