Mars Wrigley needed a flexible suite of assets (:06, :10, static, etc.) to launch Skittles in a number of non-scale global markets.
These assets needed to do 4 important things…
Communicate that Skittles are a fruity candy with 5 distinct flavors
Establish a handful of brand memory structures
Establish Skittles as a welcome disruption to the predictable
Be easily translated into a number of different foreign languages
…great brief, huh?
We sent teams down an open path: ‘Disrupt the very basics of how a new brand should behave.’ They came back with lies.
Here’s a sample of the work.
Role: Senior Strategist (insight development, brief writing, comms. planning, and all the usual strategy things…)