Skittles are traditionally TV-led but, given our core target are becoming harder to reach through this channel alone, we needed to find new ways to make an impression. Our objective was to find a relevant occasion for Skittles that would resonate with our millennial audience. Our activity was centered around Pride in London.
Solution & Cultural Context:
Why Pride? When people think of Skittles, they think of the rainbow. It’s our most powerful and distinctive brand asset, but there’s a time of year when another rainbow is more important than ours – Pride’s. Rather than protect our most precious brand asset, we wanted to show Pride’s rainbow was the only one that truly mattered. So we got undressed, dropped our colours and gave up our rainbow so Pride’s would take centre-stage.
Location & Scale:
Pride in London Souvenir Guide
Are you credited on this winning entry?
There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.