The Brand:
The Role:
The Timeframe:
The Ask:
Skittles is a brand in the candy category known for its chewy candy and its vibrant, wacky personality.
Strategist
9 Days
Launch the new Sugar-Free Skittles with a 360 campaign (including a package recommendation and a potential name for the sub-brand) without harming the Skittles brand-equity.
The Context
Project Background
Skittles is expanding their product line and will be launching a sugar-free version of their iconic product. These Skittles will be flavored the same as their standard pack and will be sweetened with a Stevia type sweetener.
Skittles is looking to disrupt the ad space and develop a campaign that will result in Skittles owning a percentage of the consumer market while maintaining their status as a top-tier cand brand but with "better-for-you" options.
The Opportunity:
As the first brand in its category to launch a sugar-free product, Skittles had the opportunity to make a big impression on consumers and solidify its place as a first choice before other brands joined the market.
We can showcase the unique nature of Skittles and introduce a new product to their expanded audience.
The Audience:
Samantha
Millennial Mom, long time Skittles fan
Samantha is your typical 34-year-old mom. She has two kids, ages 6 and 4, and loves them dearly. She wants to give them the same carefree childhood she can barely remember (thanks barrage of “once-in-a-lifetime events”) while making a few more intentionally healthy choices for herself and little Annabeth and Harry. But she envies them a little as well. They get to run around and make-believe in a way that feels inaccessible to her now. She used to love candy but is a lot warier of it as she gets older. She goes to yoga 3 times a week to make sure that she’s taking care of herself as much as she can.
John
Single Millennial Man
Meet John, he is a 32-year-old male who lives in Austin, Texas. He is currently single, but on Bumble, Hinge, and Tinder, looking for
"the one" - you get the vibe.
He’s in an era of self-love and trying to choose himself. He’s in therapy, he enjoys solo nights and he does his best to eat healthily. Skittles were his favorite candy as a teenager.
Now that Skittles is dropping a sugar-free line, this is his time to reclaim his freedom + TASTE THE RAINBOW.
The Insight
Stress leads us to crave sweetness. Sugar-free Skittles can de-stress without the guilt and remind us of when life was the sweetest.
The Strategy
Remind us that the simplest, sweetest things (like Skittles) fueled our most imaginative moments – and still do.
How it happened
This was the most challenging project I had in the Bootcamp. While we had an excellent client in Skittles and had the world wide open for our campaign, our team faced some difficulty in finding the thruline that really centered our story in the campaign.
Key Learnings:
-
Always be open to adjustments when they make sense.
-
Make time for research throughout the process, it might inform you later on in the development of the campaign.
-
Be available for conversations and support your creative team – you make the best work together.