Straight Forward Design has created the launch campaign for Mars Wrigley's Skittles Giants, a larger-than-life, softer-centered version of its much-loved original fruit candies. 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 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.
"Evolving the core brand for a new product is all about balance, especially with an established brand that's already loved by so many people," commented Mike Foster, founder and creative director, Straight Forward Design. "It is important to treat it with due diligence and respect while still generating a buzz.
"Working within the existing Skittles brand architecture and colour palettes and hitting a sweet spot between the new and familiar are the keys to success. We know that consumers only scan supermarket shelves for a few short seconds, so it's crucial that they're able to find the product easily, understand immediately that it's part of a core brand they already know and love, and then be given new reasons to connect."
In order to achieve this, the familiar Skittles rainbow colorways are used in abundance. Images of the larger-scale candies dominate, the new '3 x Bigger!' is headlined, and the Giant's softer-centered texture is signposted to further entice, too.
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 minuscule magnifying glass, which will enable them to read the introductory card included in the box.
"Skittles Giants is a fun and whimsical product - people seem to be drawn to bigger and smaller versions of the things with which they're already familiar - so it's perfect for showcasing across social media and a great way to generate fresh interest and re-engage with existing fans," Foster added.