Skittles | The Integer Group® Australia

Reframing the game

Skittles

Skittles

Ask anyone and they’ll tell you Skittles is a huge brand – a scale that works against them in this market. They’re high on awareness and low on a share. To turn this around, we had to reframe the game by identifying an untapped occasion and high-appeal partner as the backbones to a standard in-store promotion. The results, however, were anything but standard.