Skittles

Skittles get Ireland winning in the rain

Challenge

Penetration

Summary

Skittles is a world-renowned candy brand with a reputation for ground-breaking advertising. However, it had failed to resonate with the Irish trade and Irish consumers. The brand was in slow decline in terms of both penetration and share - the message was being lost. We decided to tackle the challenge head-on, reverse Skittles' decline, and make it the success it deserved to be – by recognising and amplifying a uniquely Irish cultural obsession.

Our creative media solution

Instead of complaining about the Irish weather, we asked consumers to forecast it, with a chance of winning puddles of cash.

We developed an eye-catching AV plan supported by a combination of programmatic digital partnerships, along with social media activity including the brand’s first ever Snapchat Lens.

Impact was further enhanced on street with nationwide downpours of OOH.

In order to really tap into the nation’s obsession with the weather, we sponsored Spin 103.8’s ‘5 Word Weather Report’ on the biggest radio station for Irish 15-34s, across the summer months.

Consumer insight at the heart

We knew (and data proved) that Irish people are fascinated by the weather.

60% talk about it twice a day, we have ‘11 ways to describe rain’ and weather forecasts are 7 times a day on TV and every 15 minutes on Irish radio.

We decided to embed our brand in the vernacular and get consumers engaging with it at a time when chat about the weather is at its peak – during the Irish “Summer”.

We took a simple consumer insight and weaved it into every consumer touchpoint within our media execution.

Results

Penetration Growth
13%
net sales volume growth
179%
competition entries
6,800

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