Advertiser: Mars Wrigley
Brand: Skittles
Agency: adam&eveDDB London
Country: United Kingdom



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.