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 anew, unique product.
Mike Foster, founder and creative director, Straight Forward Design, says: “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. 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 colourways are used in abundance. Images of the larger-scale candies dominate, copy (“3 x Bigger!”) is headlined, and the Giant’s softer-centred texture is also signposted to further entice.
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.
Mike Foster says: “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.”
Victoria Gell, fruity confections UK portfolio director, Mars Wrigley says: “Straight Forward Design has worked with us on Skittles’ for sometime, and so has a deep understanding of how and why the brand connects with our consumers.
“As a result, the work on Skittles Giants feels like a natural but exciting evolution. The foundations of the core identity have been carefully looked after, so we’ve been able to develop new variants without compromising the integrity of the brand.”
Skittles Giants are available in a 45g single-serve bag, a 125g bag, a 141g pouch and a 170g family-size pack in major retailers throughout the UK.
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