Skittles: Touch The Rainbow
Agency: BBDO Toronto
Client: Wrigley Canada
The candy segment might sound sweet, but it's a harsh category that is highly fragmented. It's a category where consumers shop by format over brand and where whim trumps longstanding preference. Brand switching is rife and you're only as good as your latest innovation.
Skittles had created buzz and success with its longstanding television campaign – but that was last year and the brand was in danger of looking like a one trick pony – nice ads, shame about the medium. Our situation was compounded by our closest competitor, Maynards, and its integrated campaign that blended social, mobile and traditional media. Skittles was outspending Maynards – but to no avail.1
In this toxic category, at the end of 2010, we knew we had to beat our rival at its own game and increase our mental availability. Our identified goals were to….