MRCB'18 students participated in a Consulting competition presented by Millward Brown and Skittles. Our team placed first. Here is the winning presentation.
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
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
10.
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?
13.
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
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 del 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
