BLUE SKITTLES - LIKE THE RAINBOW by TBWA\ London for Skittles

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BLUE SKITTLES - LIKE THE RAINBOW

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Industry Candies
Media Film, Digital, Interactive & Mobile
Market United Kingdom
Agency TBWA\ London
Director Jakob Markey
Executive Creative Director André Laurentino
Designer Andrew Bloom, Murray Wyse
Producer Nicholas Kurs
Editor Greg Fee
Released June 2011

Awards

One Show 2012
One Show Entertainment Best Brand Channel Merit
One Show Interactive Social Media / Best Use of Social Media Merit

Credits & Description

Type of entry: Use of Media
Category: Best Consumer Engagement
Advertiser: WRIGLEY
Product/Service: SKITTLES
Agency: TBWA\LONDON, UNITED KINGDOM
Advertiser WRIGLEY
Product SKITTLES
Entrant TBWA\LONDON, UNITED KINGDOM
Type of Entry: Use of Media
Category: Best Consumer Engagement
Title: BLUE SKITTLES - LIKE THE RAINBOW
Advertiser/Client: WRIGLEY
Product/Service: SKITTLES
Entrant Company: TBWA\LONDON, UNITED KINGDOM
DM/Advertising Agency: TBWA\LONDON, UNITED KINGDOM
Media Agency: MEDIACOM London, UNITED KINGDOM
Executive Creative Director: Andre Laurentino (TBWA)
Creative Director/Writer: Lee Tan (TBWA)
Creative Director/Art Director: Johan Dahlqvist (TBWA)
Brand Leader: Emma Massey (TBWA)
Account Manager: Justin Martin (TBWA)
Producer: Nicholas Kurs (TBWA)
Strategy Director: David Frymann (TBWA)
Digital Production: Charles Nartey (TBWA)
Designer: Murray Wyse (TBWA)
Designer: Andrew Bloom (TBWA)
Director: Jakob Markey (Academy Filmsa)
Editor: Greg Fee (Academy Films)
Head Of Production: James Cunningham (Academy Films)
Director Of Photography: John Strandth (Academy Films)
Production Manager: Petra Kavarensky (Armada Films)
Digital Production: (Stink Digital)

Results

In just seven days, the trucker received over 80,000 'likes'. And half a million new fans liked our page. That’s 20% growth. The Blue Skittles sold out within 3 weeks. And after the campaign period, Skittles sales were up a huge 29%.

Creative Execution

We whet the fans’ appetite with footage from the Czech factory. We then announced that a special blue truck had set off. But then, the trucker stopped. We sent a film crew over there to find out why. It turns out the trucker was blue. He asked the fans to ‘like’ him or else. For a week, the fans tracked, ‘liked’ and interacted with him.
The hub of the campaign was on Facebook, complemented by tweets from the trucker updating everyone on his mood. Once they landed in store, the packs announced the return of blue and further drove traffic back to our Facebook hub.


For a brand of sweets that’s all about The Rainbow, it’s crazy that there’s no blue Skittle. Our 2.5m Facebook fans thought so too. So a blue one was born. Then we just had to launch it the most compelling way possible, which we did by teasing them. Would the blue skittles make it from the Czech factory to the UK?
Fans of Skittles are fanatical about Skittles, they love the colourful little delights as much as the weird and wonderful world of the Experience the Rainbow, Taste the Rainbow campaign.
The addition of the blue Skittle demanded an equally weird and wonderful campaign, now that the intriguing Skittles Rainbow was complete. So we played with fans’ desperation for blue, by teasing them with the tale of a Blue trucker, whom they had to like on Facebook to motivate him to deliver a truck loaded with the special sweets.