“They are crispy and non -chiclosos”
The chewable candy brand Skittles He launched a new product a few weeks ago, the pop’d skittles, and wants to communicate to all consumers who do not resemble the rest of their candies. To do this, he has decided to demand that everyone who wants to prove them that SIGN A “LEGAL AGREEMENT”With which they recognize being aware of their properties.
The brand converts product launch into an interactive experience
The initiative, called “legally recognizes the crunch”, is part of the campaign “Commit to The Rainbow”designed by the agencies DDB Chicago and Critical Mass. With it, the brand seeks to strengthen its connection with consumers from the humor with which it identifies. He does it with an original marketing proposal that converts the launch of a product into an interactive experience.
The introduction of pop’d skittles is an important mile main properties of its products. And to communicate it from a positive framework that generates memory, the campaign asks users to Sign a “Legal Agreement”. The document, which does not have real legal validity, is accessible from a form on the Skittles website and is advised by the “chew & chew” law firm.
“We are having fun with our youngest consumer, who faces many important changes in his life: from going to college, getting their first jobs and now that the skittles they know and love are crispy”, Said Ashley Gill, brand vice president and Mars content for North America.”We are helping them to escape the pressure that the change that can bring with a pleasantly disconcerting campaign to recognize and accept the crisis“
The text combines legal terminology with Word games in reference to the brand and the product. “I recognize and accept that the new pop’d skittles are crispy and non -cautious, which could generate confusion and resistance to change. as well as raising uncomfortable questions about the moral nature of the universe”, Read. Later, he also expresses, for example, that the crunch when chewing could scare oneself or others within a radius of 10 meters.
As part of the campaign, Skittles has also launched a SPANCHAT filter that allows users to interact with the new caramel moving their languages. As well as a landing page with all the information about the new candies.
Colin Selikow, creative director of DDB Chicago, explains to Little Black Book that, in addition to the legal agreement, the filter for Snapchat and the information on the web, they will also create 30,000 different websites and personalized for each of the human emotions that can be felt by eating the new candies. “All to help consumers adapt to this great change”, He points out.
The campaign “legally recognizes the crunch” has media planning of OMD. It was officially launched on March 25 and plans to follow a calendar of activations in social networks until next April 6.
More info: Skittles
