Skittles relaunch

Skittles is turning confectionery on its head with a £5 milion brand re-launch. Already smashing records, with value sales up by 31%, Skittles is set to bowl retailers over from January with a complete range re-design and the launch of an exciting new product.

As part of the re-launch, the range re-design will see the iconic Skittles rainbow flipped upside-down on pack, as well as the launch of new Skittles Confusedthe brand’s most exciting, heavily invested and, err, confused NPD to date. Available in 55g bag and 175g pouch formats, the colour of the new Confused Skittle doesn’t match the flavour inside, surprising consumers every time!

The activity represents the biggest UK brand investment for Skittles Ever and will be supported by a fully integrated through-the-line marketing drive. This will comprise eye-catching in store activation, mass outdoor sampling, targeted digital and social media engagement, as well as a £3m TV ad campaign. Set to hit screens in March, a new TV ad will run alongside the iconic ‘Touch’ TVC to exclusively support new SkittlesConfused.

Matt Austin, Wrigley Confections Business Unit director, comments, “Confused? We’re not. 10 million Skittlesare already eaten every day in the UK, and this re-launch is going to excite retailers and consumers alike.

“Research tells us consumers want more from their sweets – they want to be entertained and that’s exactly what we’re giving them. With SkittlesConfused consumers will be expecting the unexpected with every chew, while the only thing retailers can expect is greater sales and profits”.

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