Skittles: Skittles 2020

Confectionary brand, Skittles, launched a Chinese New Year (CNY) alternative to the traditional red packet to build relevancy with young people in China.

Campaign details

Brand: SkittlesBrand owner: MarsEntrant company: MediaCom ShanghaiMarket: China (Mainland)Sector: ConfectioneryMedia channels: Product placement, Social media, Online videoBudget: 1 - 3 million

Executive summary

To build CNY relevancy and drive sales, Skittles plays the red pocket with CNY blessing to be shared for eliminating the embarrassment in CNY, bringing consumers a joyful Skittles CNY experience by leveraging OTV pre-roll and Start-up to let them feel the lively CNY atmosphere and involving them with playful Skittles activities on Tik Tok to actual delivery CNY blessing. Successfully archived...

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