Confectionery giant Wrigley is to spend £5m in the coming months on a re-launch of its Skittles brand.
Skittles is already one of the UK’s fastest-growing sugar confectionery brands – value sales are up year-on-year by 31% [Nielsen MAT to w/e 06.10.12] – and Wrigley is hoping for further growth from January 2013 with a complete range re-design and the launch of a new product called Skittles Confused.
Skittles Confused will be available to the trade from the third week in January, in 55g bag and 175g pouch formats. Aimed at young adults, the new product provides a twist on the traditional Skittles formula in that the flavour of each sweet bear no relation to its colour. At the same time, the entire Skittles range – including Sours and Fruits – will be relaunched in new-look packaging.
Wrigley says the activity represents the biggest UK brand investment for Skittles ever, and will be supported by a fully integrated through-the-line marketing drive: in-store activation and PoS; mass outdoor sampling; targeted digital and social media engagement (Skittles has over three million active Facebook fans in the UK alone); as well as a £3m TV ad campaign. From March, the familiar “Touch” TV ad returns, along with a new commercial for Skittles Confused.
Matt Austin, Wrigley Confections business unit director, said: “Research tells us that consumers want more from their sweets – they want to be entertained and that’s exactly what we’re giving them.”
Skittles Confused is available in 55g bags (RRP 45p, outers of 36) and 174g pouches (RRP £1.28, outers of 14)