When it comes to companies getting a bang for their buck through sports, Skittles ranks near the top of the list. The Wrigley-owned brand is all about drawing eyeballs by giving away custom-branded pieces to athletes, who share pictures of their gifts on social media.
The most high-profile work was with Marshawn Lynch. Together with the marketing firm Olson Engage, Skittles had the former Seattle Seahawks running back selling the candy on an infomercial show.
With Lynch out of the spotlight, Skittles -- an NFL sponsor -- was looking to make its next splash and it found an unlikely partner: Denver Broncos quarterback Trevor Siemian, who is known for his deadpan humor.
There are a lot of small jokes built in to the digital spot, with a pretty funny payoff at the end.
Having known Siemian from his college days at my alma mater, Northwestern, I tried to get him to open up about the behind-the-scenes aspects of the spot. But he stayed in character the entire time.
Rovell: How did this come about?
Siemian: Well, I was trying to figure out what to get my offensive line and Skittles just made sense.
The spot just shows your jacket. Is this a gag or did Skittles really make them?
Siemian: The five guys on my line will really get the jackets.
What's the deal with the Skittles? How much do they get?
Siemian: Each guy gets what we're calling a "brick" of Skittles. I'm taking care of them, so they don't have to worry about supply.
You think the guys will like them?
Siemian: It's definitely unique. Peyton [Manning] put some pressure on me in terms of what he got the guys in the past. He once gave them cowboy boots and I think last year it was drones.
You're heading to Kansas City this weekend. Any way the jackets appear on the sideline?
Siemian: I think I'm going to have to talk to my equipment guy, Harry, on that one.