Give The Rainbow, 3 adam&eveDDB London para Skittles

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Give The Rainbow, 3

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Sector Caramelos, bombones
Media Case study
Mercado Reino Unido
Agencia adam&eveDDB London
Chief Creative Officer Ben Priest
Executive Creative Director Ben Tollett, Richard Brim
Creative Mark Lewis, Matt Fitch
Publicado abril 2016

Premios

Eurobest Awards 2016
Design Packaging Design: Food Bronze Eurobest

Creditos y descripciones

Agency: Adam&eveddb London, United Kingdom
Client: Mars
Product: Skittles
Entrant: Adam&Eveddb London, United Kingdom
Title: Give The Rainbow
Product/Service: Skittles
Idea Creation: Adam&Eveddb London, United Kingdom
Media Placement: Mediacom London, United Kingdom
Additional Company: Cain & Abel London, United Kingdom
Additional Company 2: King Henry London, United Kingdom
Chief Creative Officer: Ben Priest (adam&eveDDB)
Executive Creative Director: Ben Tollett (adam&eveDDB)
Executive Creative Director: Richard Brim (adam&eveDDB)
Creative: Matt Fitch (adam&eveDDB)
Creative: Mark Lewis (adam&eveDDB)
Integrated Producer: Maebh Kelly (adam&eveDDB)
Experiential Producer: Emilie Verlander (adam&eveDDB)
Project Manager: Caroline Tripp (adam&eveDDB)
Managing Partner: Fiona McArthur (adam&eveDDB)
Account Director: Brittany Lippett (adam&eveDDB)
Account Manager: Matt Dankis (adam&eveDDB)
Joint Head of Planning: Jessica Lovell (adam&eveDDB)
Senior Planner: David Mortimer (adam&eveDDB)
Media Planners: Lindsey Jordan, Eloise Huntingford (Mediacom)
The Campaign
When people think of Skittles, they think of the rainbow. It’s in the "Taste the rainbow" slogan, it’s on the packaging, it’s even seen in the colours of the sweets themselves. It’s our most powerful and distinctive brand asset, but there’s a time of year when another rainbow is more important than ours – Pride’s. Rather than protect our most precious brand asset, we wanted to show Pride’s rainbow was the only one that truly mattered. We got undressed, dropped our colours and gave up our rainbow so Pride’s would take centre stage. Give the rainbow. Taste the rainbow.
Creative Execution
The redesign and rebranding of Skittles was the focal point of our campaign. It was important for all elements to remain as is (font, placement etc) and simply just replace the distinctive Skittles rainbow branding with black and white keylines across the logo and pack design. Process wise, we agreed the logo first and this was then applied through the line across all campaign elements including the packaging. We also made sure wherever the Skittles rainbowless logo was used, it was accompanied with the ‘Give the rainbow. Taste the rainbow’ message to aid comprehension of the campaign.
Indication of how successful the outcome was in the market
• Total impressions across all touch points: 31,19
302
• 56% of total impressions were organic: 17,436,600
• Media cost per impression: £0.001
• These figures do not include additional impressions from organic Facebook shares or articles in major publications such as The Mirror, LAD Bible, GQ, Adweek and Pride itself
• Despite all media being targeted at the UK, the campaign was seen and talked above in over 80 countries and 339 cities
• Skittles won best newcomer award at the Pride in London parade
• General sentiment across the campaign with both the LGBT community and wider millennial audience was extremely positive.
We used Pride as a contextually relevant way for us to tap into a wider millennial audience that we struggle to reach with TV. We gave up our rainbow for Pride to show that theirs was the only one that mattered. We announced our gesture with an open letter to Pride, which appeared in press and as an animated video online. We stripped the rainbow from our website and social channels and our rainbow disappeared from key DOOH sites along the Pride route. We followed this through the line by rebranding our packaging and removing the colour from the sweets themselves. And, of course, we were there on the day with a rainbowless float partying along the route with Pride in London.