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.
