Skittles: Touch The Rainbow

Wrigley's Skittles brand of fruit-flavoured sweets relied heavily on TV spots to drive business but it lacked a presence in the digital world, where its target market of 12 to 17-year-old Post-Milleninals spent a lot of its time, causing the brand to lose out to rivals like Maynards.

Skittles: Touch The Rainbow

Agency: BBDO TorontoClient: Wrigley CanadaProduct:Skittles

Objectives

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...

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