Skittles | Giselle Heintz

Skittles Unlimited

Skittle's launches their sugar-free candy.

Role

Strategist & Project Manager

Category

Candy Confectionery

Project Timeline

7 days

PROBLEM

There is a lack of excitement associated with sugar alternatives

CHALLENGE

Consumers feel deprived of the candy experience when choosing “sugar-free”

SOLUTION

Sugar free doesn't need to feel like a sacrifice, rather an opportunity to indulge their inner child without the constraints of sugar

“Confectionery treats are an inexpensive way to boost serotonin in times of stress, people are treating themselves to sweets after making it through a very stressful time in our country and world history.” — Yelena Wheeler, registered dietitian nutritionist for MIDSS

SITUATION

Launch the new sugar-free Skittles in a way that doesn’t hurt its brand equity as a Skittles product, or alienate its core consumer.

TARGET

The Candy Crushers, a group fueled by impulses and driven by the desire for indulgence and stress relief, are eager to reap rewards for their hard work. This Millennial cohort, often referred to as the "Wellness Generation," is recognized as both the Stressed Generation and a significant force in the US Confectionery market, holding a substantial 45.5% market share.

TENSION

Candy Crushers intake candy as a form of stress release and reward, but they are hindered by their desire to prioritize their health and well-being.

KEY FINDING/ BRAND TRUTH

Sugar-free doesn’t need to feel like a sacrifice.

OPPORTUNITY

Skittles Unlimited beckons you to relive those carefree moments of indulging in your favorite childhood candy, offering a sugar-free alternative that unleashes a world of unlimited possibilities.

STRATEGY

Treat your inner child without the constraints of being an adult.

CREATIVE PLATFORM

Unlimit the Rainbow, Rush the Rainbow

Framework Used

For

health-conscious individuals who crave something sweet (or purchase goods on behalf of someone who does),

Skittles Unlimited

That

contains the authentic flavor, crunch, and chew of the brand, without the sugar rush and guilt of other candy

Because it is

from the same name which consumers already know and love

can enjoy their childhood favorite

So that

consumers can be free to indulge in the brand without feeling like they need to compromise their lifestyle

CREATIVE STRATEGY

Superbowl Commercial Storyboard

Our Candy Crusher, frustrated by his team trailing by one touchdown with only 30 seconds remaining on the clock, seeks solace in the irresistible delight of Skittles Unlimited. The delicious, chewy sweetness awakens his inner child, and he is pulled into the game. In an exhilarating turn of events, fueled by Skittles Unlimited, he scores the winning touchdown.

Ecommerce

Tactic: Invest in Amazon and WB Mason Sponsored Products service to strategically place media assets within the ecommerce site to keep Skittles Unlimited top of mind.

Objective: increase sales and attract traffic to product pages.

78% of consumers purchase candy in bulk.

48% do so from online retailer.

Rush the Rainbow

Taste the Rainbow

Tactic: Without a sugar rush, Skittles Unlimited is free to takeover another type of rush: Rush Hour. Slide installments are placed in main cities next to stairs in highly trafficked areas (subways, train stations, etc.).

Objective: Get consumers to take part in the fun by choosing the Unlimited Skittles slide over the stairs to get to their destination in a more fun, optimal way.

Media Engagement

Social Activation: Embracing the concept of a "healthier" alternative, Skittles Unlimited will be reimagined as a playful Skittles Salad, catering to your inner child's cravings.

Objective: Foster a vibrant community by inviting fans to share their own creative and colorful Skittles Salads using the hashtag #SkittlesSalad.

Influencer Partnership: Partner with TikTok personalities that emulate the brand of Skittles Unlimited to develop a series of posts on their pages mentioning/featuring Skittles Unlimited

Objective: Establish Skittles Unlimited’s personality in association with the Skittles brand as irreverent and humorous

LESSONS LEARNED

Writing a creative brief can be done in 24 hours!
Multiple touchpoint with the Creative team can help them feel supported.
Develop the story on a word doc before going to slides.