Skittles, which first came onto the market in 1963, has a strong core range and is enjoyed by millions of people all over the world. This year Mars Wrigley has introduced Giants, a larger-than-life, softer-centred version of its much-loved original fruit candies, to its portfolio to give new consumers and loyal followers something different and enticing to chew on, while ensuring high levels of energy and excitement around this iconic brand. Mars Wrigley partnered with Straight Forward Design on Skittles’ first-ever ‘giant’ sub brand, which needed to strike the right balance between differentiation from the core brand and celebrating this new, unique product.
Engaging social influencers was an important part of the launch strategy. To build excitement and gain traction, Straight Forward Design created a quirky influencer pack – a brightly branded box houses a series of Skittles-centric props to accentuate the big and small aspect of the Giants versus the original-sized product. Influencers can create fun scenes from tiny animal figurines and a miniscule magnifying glass, which will enable them to read the introductory card included in the box.