Skittles gears up for January relaunch

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Wrigley is relaunching its Skittles brand in January with a revamped pack design and new variant.

The company said the £5m push was its biggest-ever UK investment in the brand, which has grown 38.7% year-on-year to £33.2m on volume sales up 37.2% [Nielsen 52w/e 15 September 2013].

The activity includes the launch of Skittles Confused, an assortment of sweets where the colour of the Skittle doesn’t match the flavour. Confused will be available in 55g bags and 175g sharing pouches featuring a new pack design introduced across the range that flips the rainbow graphic on packs upside down.

Wrigley is supporting the launch with in-store activity, outdoor sampling, digital and social media and, from March, a £3m TV ad campaign.

“Research tells us consumers want more from their sweets - they want to be entertained and that’s exactly what we’re giving them,” said Wrigley confections business unit director Matt Austin. “With Skittles Confused consumers will be expecting the unexpected with every chew.”

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