Introduction

This paper is about breaking conventions. The conventions of the agency model, the conventions of branding and now the conventions of effectiveness case studies.

This was not just an advertising campaign, but an idea that changed everything from production techniques to retailer relationships and won awards for everything from packaging design to activation events.

But increasingly, this is what truly transformative communication ideas need to do. To reach beyond the confines of advertising and influence every aspect of a business.

So we won't be excluding things like distribution changes from our results. Instead, we will prove that these impressive business changes were driven directly by our advertising idea.

The Challenges

Skittles have built a beloved brand on the back of consistent investment in distinctive TV advertising. However, by 2015, Skittles UK were facing two key challenges that couldn't be tackled by their conventional marketing approach.

  1. Struggling to engage millennials: Shifts in viewing behaviour meant that their TV led communications were struggling to reach enough of the Millennial target audience, who were vital for the long term health of the brand.