2013 Winners & Shortlists

Results and Effectiveness

The campaign became ¬a talking point for a savvy online gaming community, as they willingly familiarized themselves with the wacky world of Skittles. Proof that its best to find the right channel to connect with your and engage them with slightly, odd, storytelling. The telling figures are as follows: • 65,000 online film views • 57,664 Facebook likes • 11mins 26sec average time spent on the game vs industry average of 2 mins • 170,000 Skittles samples distributed • 100,000 visitors to the pop up Museum • Year closing value share results pending

Creative Execution

There was no better way to introduce and explain Skittles to the region than to go back to the story of their very creation. And thus the ‘Where Do Skittles Come From?’ campaign was born. We concocted a series of completely outrageous stories that explored the fictitious origins of Skittles like an over-emotional mermaid crying tears of Skittles, a whale squirting Skittles from its blowhole, or a down-on-his-luck skittles driller with a dead bird for a best friend. We took the stories across media to online films, in mall activations (a pop-up Skittles Origins Museum), radio campaigns, POSM, OOH. And also as digital banners and on social media, asking them to explore the origins stories for themselves at www.whereskittlescomefrom.com. Engaging the young ones in our madness for as long as possible. The smarter ones helped the lazy ones - exchanging tips on the Skittles Facebook page.

Insights, Strategy and the Idea

Skittles had been quiet for some time on account of distribution and supply issues. Meanwhile Wrigley had also repackaged Skittles and wanted to introduce these to the new market. Which made the time as ripe as a pack of juicy Skittles, to launch into the airwaves with a buzz; build resonance, and help increase the value share of the brand by at least 3% by the end of 2012. The target audience was 13-17 year old teenagers – who just like teenagers all over the world seek stimulation and excitement in every moment. We needed to engage the always distracted, ‘I’m always on my phone’ teenager with communication that was distinctive, cut through and introduced this region to the tone of voice of Skittles for the first time, which is globally ‘random’, ‘ludicrous’ and just plain ‘kooky’.