Skittles 2022 Chinese New Year – Rainbow is always a rainbow, eat a rainbow

Mila.Li, Yee.Yi, Awing Chen

The Spring Festival is the peak season for candy sales.
Case Details

Brand: Skittles Skittles

Brand owner: Mars food MARS

Main agencies: EssenceMediacom, Hengmei Advertising DDB

Main agency holding group: WPP

Launched on the market: Mainland China

Industry: Food

Media Channels: TV (TV, OTT), Influencer (Key Opinion Leader KOL), Interactive/Digital Online (Online Video Advertising, Virtual & Augmented Reality (VR&AR), Social Media)

Budget: 10-12 million

case summary

The Spring Festival is the peak sales season for confectionery. While competitors are still communicating on themes such as reunion, Skittles stands out. While retaining its unique gene of "subversive fun experience", it is the...

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