The Challenge
Skittles is an iconic brand in the UK, being one of the favourite candy brands in the nation. But after a number of years without significant media investment in the market, and increasing competition in the fruity candy market attempting to steal the attention of Gen Z, we needed to refresh our presence in market and build upon the legacy of 'Taste the Rainbow' as Skittles' defining story.
The Solution
Skittles is an irreverent brand that has always provoked and messed with marketing convention in its advertising through its platform 'VERB the Rainbow. Taste the Rainbow'. To get back onto the radar of UK shoppers, this campaign set out to create the most subtly irritating posters possible. Meticulously crafted patterns of the five Skittles flavours included deliberate imperfections. They caught your eye and made it twitch, and left people feeling both irritated and amused (in classic Skittles fashion). The patterns were arranged by hand, captured in camera by photographer James Day, and then swiftly devoured by everyone on set.
