Skittles: How we earned pride of place on supermarket shelves

Skittles, a brand of fruit-flavoured sweets, launched a campaign associated with London Pride to increase retail distribution and engage young people in the UK, which led to an ROMI of 142% within a year.

Campaign details

Brand: SkittlesClient: Mars WrigleyAgency: adam&eveDDB London

Executive Summary

How do you get more Millennials to impulse buy your sweets? The obvious answer is not to create a unique sales driving occasion, develop a product that removes key brand assets and get it stocked in Britain's biggest retailer for 3 years and counting.

This solution came from planning digging deeper into the trade relationship of Skittles and uncovering the things that made supermarkets fall in love.

It required avoiding the occasions where other brands play and identifying an ownable occasion of our own.

It required...

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