Breaking conventions with Pride
UK sales of Skittles were declining. As an impulse buy, the confectionery brand needed to be top of mind and more visible in stores. To reach young adults - often light TV viewers – it sought new ways to gain salience and improve retail distribution. In partnership with Tesco, Skittles launched a new product without its famous rainbow branding, to show support for the LGBT+ community’s rainbow flag and create buzz during Pride festival season. The launch generated social sharing and a total 250m impressions - 73% unpaid. In a flat market, Skittles value share rose 4.2%, with dramatic growth in Tesco stores and around Pride. Whilst decreasing in other retailers, distribution in Tesco grew 92%, opening up fresh opportunities to collaborate with the UK’s biggest retailer.