Skittles Holiday Pawn Shop

This case study explains how Skittles, the confectionery brand owned by Wrigley, increased sales around Christmas in Canada by allowing people to trade in bad gifts for Skittles.

Advertiser: Wrigley CanadaAgency: BBDO TorontoCountry: Canada

Objectives

While Skittles does well all year, there's one season when it gets upstaged by other sweets: the holidays. Skittles wanted to buck this trend and gain consideration during the holidays when more traditional candy typically takes over. In order to increase top-of-mind awareness, Skittles needed an idea that would not only compete against other holiday candy, but one that would cut through the clutter of allholiday advertising. With candy canes, gumdrops and marshmallow Santas filling the shelves of every store, Skittles is the last candy on...

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