Skittles “Summer Rain” Campaign

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Client: Skittles Brand on behalf of Mars Ireland

Project: Skittles “Summer Rain” Campaign

Objective:

To develop a suite of innovative bespoke units for in-store disruption along with outdoor and digital assets to support a wider 360-degree activation campaign.

Approach:

We were tasked with developing creative concepts for the Skittles “Summer Rain” Campaign, which is one of the biggest activations of the year in the Confections category. The campaign celebrates the Irish summer, by turning summer rain into Skittles.

Using the campaign’s key visual as inspiration*, we created a number of innovative bespoke units to bring the artwork concepts to life in terms of structure, materials used and graphics, guaranteeing maximum impact in store.  The chosen designs were taken from concept through to production and included:

  • Large Square Foyer display units
  • Round FSDU units with umbrella
  • Impulse bins
  • Stacker FDU
  • Prepack units

Along with bespoke units for retail, we produced nationwide outdoor advertising and digital assets. We also produced premia to support presentations to the trade which included stackawrap large product replica units, branded deck chairs, ponchos, trolley coins, stress clouds, branded cloud shaped USB keys and a trade buyer presentation gift box.

 

Result:

Skittles is an iconic brand and this campaign is all about embracing life, flaws and all. The flaw of Irish summer is rain so this campaign replaces the rain with Skittles!

This was a successful disruptive in-store activation which was supported by a 360 plan including TV, nationwide outdoor, digital, radio and social.

*Concept and lead creative credited to Irish International BBDO

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