SKITTLES
Skittles tasked us with creating a new sugar-free version of their candy that would align with the brand's irreverent sense of humor and identity. We conducted intensive research on the candy's history and the brand's marketing image. Given their taste for absurdity and engagement with online humor, we held brainstorming sessions in which each member of the group was assigned a different color of the candy to represent, mine being purple. We crafted a 360 campaign to launch this healthy alternative to Skittles utilizing memes, gamification, AI art, and user-centered protoyping.
CHALLENGE
Our challenge was to introduce a new sugar-free version of Skittles into a market where healthy products were perceived as unappealing and lacking the indulgent qualities that make a candy special. The idea was to create a product that would appeal to the brand's core consumers and align with their values while addressing the growing demand for healthier alternatives and overcoming the negative perception of sugar-free candy.
AUDIENCE
The audience that our campaign aimed to connect with included individuals of all ages. From children to adults, they were interested in entertainment and leisure activities such as movies, festivals, online gaming, and sports. They were all people who looked on the lighter side of everything and did not take the 9 to 5 life too seriously. Some of them were older teenagers, while others were parents or adults seeking healthier treats for their children. By fostering a sense of community and connection with the brand, our campaign aimed to establish a deep relationship with each segment of the audience.
STRATEGY
Our strategy was to create an immersive and interactive advertising campaign that would resonate with Skittles core consumers while expanding into a wider audience. To achieve this, we employed technology such as Dream AI and iterative design to develop the sugar-free candy at the Skittles Laboratory. We also designed games based on classic favorites like Connect 4 and Mancala, with our new Skittles as the game pieces, adding an extra layer of engagement. By incorporating gamification and utilizing memespeak to spread the word, we kept our audience entertained and interested in the healthier option we were offering.
INSIGHT
Our insight was that consumers could get all the fun, culture, and entertainment from a sugar-free version of Skittles that they were getting from the original version without losing any of the fun, culture, or entertainment value. It was simple: upgrade the candy to make things healthier and better for everyone. Nothing had to be sacrificed in order to do this, and it was not as contradictory as it seemed. You could engage in the weird and wonderful world of Skittles without the downside of the health problems created by sugar.
