Skittles set for £5m January revamp

Mars is to relaunch its Skittles confectionary brand in the UK next year with a range redesign and a new variant as part of a multi-million marketing strategy to give the brand more prominence in the category.

Candy brand to receive biggest UK marketing investment in January as part of a redesign.

It will see the brand’s rainbow logo flipped upside down on-pack as well as the introduction of Confused a variant where the colour of the sweet does not match the flavour.

A £3m TV push in March will support the refresh alongside in-store promotions, sampling and digital and social media activity to promote the Confused variant.

The campaign marks the brand’s first big push on social media since 2010 when it launched a series of Facebook and Twitter activity that included a man being submerged in the sweets as part of a challenge.

The company claims the £5m brand relaunch is its biggest marketing investment in the UK and hopes to capitalise on a 31 per cent uplift in value sales for the year to 06 October 2012 according to Nielsen.

Matt Austin, confectionery business unit director at Mars’ Wrigley division, says: “Research tells us consumers want more from their sweets – they want to be entertained and that’s exactly what we’re giving them.”

The strategy will be led by Wrigley UK and Ireland marketing director Pamela Bower-Nye, who joined earlier this month with a brief to introduce the company’s brands to a wider audience.


Ruth Mortimer

CMA Summit: How do we create our own future?

Ruth Mortimer

“How can we create the future we want? That’s what companies are keen to know for the next year,” claimed Melanie Howard, executive chair of the Future Foundation at today’s (28 November) CMA International Content Marketing Summit 2012 .


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