The IPA Effectiveness Awards 2018 Winner: Skittles | SILVER
- Published on Oct 10, 2018
- This is a story about breaking conventions with Pride.
UK sales of Skittles were declining. As an impulse buy, the confectionery brand needed to be top of mind and more visible in stores. To reach young adults - often light TV viewers - it sought new ways to gain salience and improve retail distribution.
In partnership with Tesco, Skittles launched a new product without its famous rainbow branding, to show support for the LGBT+ community’s rainbow flag and create buzz during Pride festival season.