Advertiser: Mars WrigleyBrand: SkittlesAgency: adam&eveDDB LondonCountry: United Kingdom
Objectives
Background
Skittles are a Mars brand that makes sweets – the most impulsive of impulse purchases.
Figure 1: A pack of Skittles
People only pick up sweets in supermarkets if the brand is top of mind (Mental Availability) and easy to find on the shelf (Physical Availability).
For Skittles in the UK, people just weren't as impulsive as they used to be.
The problem
Skittles have built their brand through consistent investment in distinctive TV advertising.
Figure 2: Classic Skittles TV ads
However, by...