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- 2. 185.2185.2 TOPTOP RANKEDRANKED non-chocolate candy brand of the United States 19731973 19821982Import confectionery in North America million U.S. dollars worth of sales in 2017 200200are produced a day Introduced by British Company flavours, by Wrigley a Mars subsidiary 66 campaign running since 1994
- 3. “Taste the Rainbow” Campaign • Created by agency: TBWA • Taste the Rainbow → Experience the Rainbow •Messaging •Main target demographic: teens aged 13-17 years old •Recurring theme: magic, fantasy, the rainbow, bizarre situations •Tagline: “____the Rainbow, Taste the Rainbow” •Result: increased sales, surge in unaided awareness for Skittles over previous year
- 4. Skittles- “Juicy Exotic”-2009 Agency: SapientNitro Russia Awards: Golden Hammer 2010 TV Ads Foodstuffs, beverages, animals, and Pet Food Diploma
- 6. • The ad elements drew attention of the individuals • Shifts from one element to another in a quick pursuit. • Eyes drawn to: - Logo - Slogans - Candy - Action of milking the Giraffe - The man Eye Tracker Analysis
- 7. Interest starts neutral Interest goes down Interest recovers Interest remains stable Man Laughs Interest goes down Interest goes back to neutral Interest is lost Logo is shown Giraffe appears Shown man milking the giraffe Product and slogan shown Camera moves away from the man Trace Analysis
- 8. Focus Group Verbatims Ad Taste Giraffe MilkingMan Skittles Disgusting, hard to understand, terrifying, chauvinist Repulsive Mistreated, out of its natural habitat (context) Irritating, sexual & unpleasant tone in voice Different from the “typical” sweet flavour Artificial, unclear what product is
- 9. • Video ad captured attention but not interest. • Target segment age might not be accurate. • No correlation between the giraffe, the man and the product. • Branding at the beginning shows immediate aversive reaction as proven by the trace test. • People don’t like feeling they are getting advertised to Conclusions of Previous Research
- 11. Globally, Skittles encompasses The Jester brand character Usually young people who appreciate silliness, find regular advertisements boring, but will love anything unusual or playful. • Goal: To bring joy to the world • Traits: Fun, sense of humor, light-hearted, mischievous, irreverent • Drawback: Could be seen as irresponsible, frivolous, or disrespectful Archetype Jester brand's promise entertainment
- 12. Is this the brand archetype they want to embody to reach their target audience in Spain? Is this the brand archetype they want to embody to reach their target audience in Spain?
- 14. Competitors Joker: Humorous ads, adults talking with baby voice Mother: Interaction, catchy slogans and taglines Rebel: Funny and catchy ads, 2 main characters Joker: Children in the ads, own song
- 15. Recommendations Redefine Target Demographic 13-20 Years old Conduct Research • Focus Group • Ethnography • New age rank • Expose competitors • Perceived Brand • What is working?
- 16. It is very original. Wow, cool ad. Found it very funny, I would buy Skittles. It is original, yes. If instead of a giraffe it would have been a unicorn it would have been cool. I do not like it, it is too strange. I love it, it is so funny. I don't know, in my opinion it won’t help to sell the product. A rasta milking a giraffe?? People nowadays don't know what to do. Love the giraffe and the hippie who milks her, “Venga bonita dame más skittles” could have a double meaning. I don't know, it is interesting, people are more creative every day. This ad is absurd and I don't understand it very well. It is surrealist.
- 17. Recommendations Redefine Target Demographic 13-20 Years old Conduct Research • Focus Group • Ethnography • New age rank • Expose competitors • Perceived Brand • What is working? Stimulus hierarchy approach Use of different characters and archetypes (rebel, dreamer, hero) Take into account Spanish culture “How do you taste the rainbow” encouraging people to try different ways and post/share it. Use a famous figure that is known and reputable for defying the norm Focus on creating ads that contain original and elaborate aspects
- 18. Group 5: Yossra Goueli, Elizabeth Duong, Raul Guerrero, Debora Cenedece, Paco Montabes, Camila Fetecua Presenters: Camila Fetecua, Elizabeth Duong, Raul Guerrero
- 19. •Sweet* brands (including sweets for children) ranked number of users in Spain in 2016 (in 1, 0. (2017). Leading sweets brands in Spain 2016 | TGI survey. [online] Statista. Available at: https://www.statista.com/statistics/444985/leading-sweets-brands-in-spain/ [Accessed 3 Dec. 2017]. •Lindsay, F. (2017). Sparkol - The 12 brand archetypes all successful businesses are built on. [online] Sparkol.com. Available at: https://www.sparkol.com/en/Blog/The-12-brand-archetypes-all-successful-businesses-are-built-on [Accessed 3 Dec. 2017]. •Thehartford.com. (2017). The 12 Brand Archetypes: Hero, Outlaw, Caregiver, Sage…. [online] Available at: https://www.thehartford.com/business- playbook/in-depth/choosing-brand-archetype [Accessed 3 Dec. 2017]. •Vision One. (2017). Brand Archetypes and Personalities for Brand Strategy. [online] Available at: http://visionone.co.uk/consumer/brand- research/brand-archetypes-2/ [Accessed 3 Dec. 2017]. •infoscout.co. (2017). Skittles Consumer Insights and Demographics | InfoScout.co. [online] Available at: https://www.infoscout.co/brand/skittles [Accessed 3 Dec. 2017]. •Statista. (2017). Sales leading non-chocolate chewy candy brands U.S. 2017 | Statistic. [online] Available at: https://www.statista.com/statistics/190409/top-non-chocolate-chewy-candy-brands-in-the-united-states/ [Accessed 3 Dec. 2017]. •GmbH, f. (2017). US Chewy Candy Market1 - The Hershey Company Followed Mondelez International in Terms of Revenue in 2016. [online] markets.businessinsider.com. Available at: http://markets.businessinsider.com/news/stocks/US-Chewy-Candy-Market-2017-2021-The-Hershey- Company-Followed-Mondelez-International-in-Terms-of-Revenue-in-2016-1010174381 [Accessed 3 Dec. 2017]. •Wrigley Spain Profile. (2017). [ebook] Available at: http://www.wrigley.com/es/documents/WRI_ENG1.pdf [Accessed 3 Dec. 2017]. •YouGov: What the world thinks. (2017). YouGov | What the world thinks | Skittles (Brand). [online] Available at: https://yougov.co.uk/opi/browse/Skittles_(Brand) [Accessed 3 Dec. 2017]. •Champagne, C. (2017). Living The Rainbow. [online] Adweek.com. Available at: http://www.adweek.com/brand-marketing/living-rainbow-80954/#/ [Accessed 3 Dec. 2017]. •Advertolog.com. (2017). Golden Hammer 2010 Winners TV Ads : Golden Hammer : Advertising Award Shows. [online] Available at: http://www.advertolog.com/festivals-awards/golden-hammer/Golden_Hammer_2010/ [Accessed 3 Dec. 2017]. •Anderson, M. (2017). TBWACD Redefines Skittles' Rainbow Theme. [online] Adweek.com. Available at: http://www.adweek.com/brand- marketing/tbwacd-redefines-skittles-rainbow-theme-73603/#/ [Accessed 3 Dec. 2017]. •Adage.com. (2017). Skittles - The Portrait - AdAge. [online] Available at: http://adage.com/videos/skittles-the-portrait/693?scrlybrkr=de570dbd [Accessed 3 Dec. 2017].
Notas do Editor
- Introduced in 1973 by a British Company, then introduced to North America in 1982 as import confectionery Skittles was the top ranked non-chocolate candy brand of the United States with about 185.2 million U.S. dollars worth of sales in 2017 200 million are produced a day, 6 flavours, by Wrigley a Mars subsidiary “Taste the Rainbow” campaign running since 1994 Revenue in the Sugar Confectionery segment amounts to US $694 million in 2017. The market is expected to grow annually by 3.8 % (CAGR 2017-2021).
- Tagline created by agency: D’Arcy Masius Benton & Bowles In 2004, Masterfoods USA shifted to BBDO New York and later to TBWA Campaign has been implemented across markets globally Taste the Rainbow → Experience the Rainbow. (focusing on all experience trather than the teaste only) Messaging: Previously focused on taste & flavor, updated by TBWA to appeal to contemporary teens Main target demographic: teens aged 13-17 years old, since they eat the most non-chocolate candy (The NPD Group in Port Washington, N.Y.) Recurring theme: magic, fantasy, the rainbow, bizarre situations Tagline: “____the Rainbow, Taste the Rainbow” Result: increased sales, surge in unaided awareness for Skittles over last year
- The ad elements drew attention of the individuals Attention shifts from one element to another in a quick pursuit. Thus, preventing them to focus on any element or the main ad message, making their attention seem scattered. Eyes were drawn to the slogans Attention is drawn to the man, which based on the information from the focus group is a downfall, since he’s perceived as ‘creepy’
- Ad: plain, absurd, disgusting, hard to understand, terrifying, chauvinist, dominating, authoritarian, rude No fruits shown Connection between ad elements (man, giraffe, skittles) not clear Story gets lost in ad Tries hard to be funny, but only surrealistic Feels dirty Sounds not congruent with ad - shocking Product not shown properly Brand not prominent Impactful in its strangeness, but not convincing to try product Taste: imagined to be completely different from the “typical” sweet flavor Reasons: how Skittles are produced, a man (not a child) eating them, Skittles making man laugh Giraffe: being exploited, mistreated, out of its natural habitat (context) Not enough time seen eating the rainbow Milking: repulsive Milk as aphrodisiac Man with dreadlocks: laugh not perceived well, irritating Sexual & unpleasant tone in voice Skittles: Artificial & not a natural product - would not give to children Unclear if the product advertised is candy or something to get you high/make you relax Quality & type of candy (chewing gum, a candy or a fruit jelly) unclear
- Video ad captured attention but not interest, failed to evoke positive reactions* memorable in a negative way, would not encourage purchase decision (based on focus group) The sample group for the ad testing found it too absurd, specifically they did not appreciate the “creepy man”; they say it was dirty, shocking, no correlation between the giraffe, the man and the product Branding at the beginning shows immediate aversive reaction as proven by the trace test, people don’t like feeling they are getting advertised to
- Where Does Skittles Stand?
- Globally, Skittles encompasses The Jester brand character Goal: To bring joy to the world Traits: Fun, sense of humor, light-hearted, mischievous, irreverent Drawback: Could be seen as irresponsible, frivolous, or disrespectful Jester brand's promise entertainment Jester customers, usually young people who appreciate silliness, find regular advertisements boring, but will love anything unusual or playful – especially ads that make light of the seriousness of life.
- Where Should Skittles Head Now?
- HARIBO Joker: humorous ads, adults talking with baby voice MENTOS Mother: -encourage people to interact with one another -catchy slogans and taglines encouraging people to solve their problems with a mentos M&Ms Rebel: funny and catchy ads, two M&M’s as characters LANCASITOS Joker: children in the ads, they have their own song sang by children M&Ms https://www.youtube.com/watch?v=PNJj8dDv-Lw https://www.youtube.com/watch?v=2bmlrMJUaoo https://www.youtube.com/watch?v=0ieVjfeGmL8 Haribo https://www.youtube.com/watch?v=vp069VXuQj8 Mentos https://www.youtube.com/watch?time_continue=1&v=bOTBDsfpMSQ https://www.youtube.com/watch?v=CTj9XimK6GI Lacasitos (target 3-11 years old, 82% of its consumers are less than 24 years old) https://www.youtube.com/watch?v=Bgr5weyJ8-0 Sugus
- Focus on creating ads that contain original and elaborate aspects, but stray from things shifting from too many ideas Facilitate ethnographic research to gain insight on Skittles’ how consumers use skittles besides snacking. Based on research results, recommend a campaign based on “ how do you taste the rainbow” encouraging people to try different ways and post/share it. Stimulus hierarchy approach→ start off with small differentiating element and gradually increase element potency
- Summary: More mixed opinions, some were in favour of ‘strange, original’ content, like that it varied from the norm, thought it was humourous. Others agreed that it was absurd, claimed they did not understand the concept, and were not found of it. Some people said that it was created by or would be enjoyed be cannabis users. Summary: More mixed opinions, some were in favour of ‘strange, original’ content, like that it varied from the norm, thought it was humourous. Others agreed that it was absurd, claimed they did not understand the concept, and were not found of it. Some people said that it was created by or would be enjoyed be cannabis users.
- Focus on creating ads that contain original and elaborate aspects, but stray from things shifting from too many ideas Facilitate ethnographic research to gain insight on Skittles’ how consumers use skittles besides snacking. Based on research results, recommend a campaign based on “ how do you taste the rainbow” encouraging people to try different ways and post/share it. Stimulus hierarchy approach→ start off with small differentiating element and gradually increase element potency