Case Studies
Case Studies
Skittles

Famous fans taste the rainbow

skittles hero
Skittles’ influencer-engagement approach fueled its rise
Challenge
Skittles sought to become America’s favorite fruity confection by becoming an authentic part of popular culture.
How We Did It
  • Creative engagement
    Public relations, Social engagement, Branded content + advertising, Design + production, Influencer marketing
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Approach
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 case study
Payoff
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.
#1
non-chocolate candy in the u.s.
300+
influencers engaged
skittles image
2+
BILLION
earned impressions across traditional and social media
AWARDS
pr week award
sabres award
cannes lions
one show logo
ICF Next logo