Client: Mars Wrigley
Agency: adam&eveDDB London
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 telling creatives the best way to make their idea bigger, was to make it smaller -running an experiment that gave us licence to mass produce our idea.
It required dancing...
And it required partnering with retailers to co-create a powerful campaign that does good.