Famous fans taste the rainbow
Skittles’ influencer-engagement approach fueled its rise
Skittles sought to become America’s favorite fruity confection by becoming an authentic part of popular culture.
How We Did It
Public relations, Social engagement, Branded content + advertising, Design + production, Influencer marketing
We created a best-in-class influencer program that helped the brand’s most famous fans share their love of Skittles with hundreds of millions of others. We developed relationships with Skittles-loving celebrities, athletes, and social influencers and found creative—and newsworthy—ways for them to share their Skittles love. A mix of personalized vending machines, candy-covered gifts, and viral content wowed fans and built cultural relevance. (We’re not just saying that: Saturday Night Live literally did a sketch about it.) Our strategy helped Skittles own massive marketing moments, like the Super Bowl, finding an organic place in the everyday pop-culture conversation.
Skittles became the No. 1 selling candy in the United States in 2015. As a result of our award-winning influencer-driven campaigns, hundreds of celebrities have touted their love of the brand without being paid.
non-chocolate candy in the u.s.
earned impressions across traditional and social media