Skittles has had an iconic brand platform for the last 20 years, but it was beginning to lose relevancy. Starting this initiative in 2017, Skittles started transforming this platform and being so disruptive that it became too difficult for the public to ignore. From a Super Bowl spot directed towards one singular person, to a Broadway show, Skittles took a 20-year-old iconic brand platform and made it more relevant and more effective than ever.