CLIENT
Mars Wrigley North America
Rankin Carroll, Global Chief Brand, Content & Media Officer
Marissa Beck, Senior Director, Brand & Content
Chanel Gant, Senior Manager, Brand & Content
Justin Hollyn-Taub, VP of Marketing, US Fruit Snacks
Fernando Rodrigues, Sr Manager, US Fruit Snacks
Danielle DosSantos, Sr Associate Brand Manager, Skittles
Michael Italia, Head of Digital Content & Social Media
Kathryn Bock, Social Media Strategist
Angelina Franco, Senior Manager, Brand Communications
Chris Bendeck, Manager, Brand & Content
Ashton Dame, Social Media Producer
AGENCY
Ari Weiss, Global Chief Creative Officer
Varsha Kaura, Global Client Business Director
Colin Selikow, Executive Creative Director
Ross Saunders, Group Creative Director
Paulo Junger, Group Creative Director
Matt Blitz, Head of Production
Annie Larimer, Executive Producer
Josh Drueck, Global Strategy Officer
Frances Gaillard, Global Segment Lead
Jasmine Jabbour, Global Brand LeadRodrigo Jatene, Chief Creative Officer
Alethya Luiselli, Senior Producer
Madison Amalfitano, Producer
Carla Nieto, Print Producer
Aaron Clinger, Digital Lead
Andrea Diquez, Chief Executive Officer
Eli Velez, Global Operations Director
Milo Chao, Chief Strategy Officer
Kathy Cosgrove, Senior Business Manager
Vivien Marafko, Account Supervisor
Buky Ogunleye, Account Executive
Samantha Sramowicz, Senior Manager, Media
MediaCom
Sophia Hamade, Supervisor, Planning
Michael Spinella, Associate Director, Paid Social
Langston Willis, Direct, Programmatic and Shopper Activation
Justine Miras, Associate Director, Investment
Weber Shandwick
Katie Durkin, SVP Media Relations
Melissa Smith, VP, Client Experience
The Mars Agency
Christian Congello, Account Director
Picrow
SUMMARY
To revive momentum for its core business in a category driven by new textures & innovations, Skittles needed to bring salience and appeal back to its basic product proposition. To rekindle the love, we leaned into years of “hate” around the flavor change of green Skittles – bringing back the original lime flavor and apologizing to (literally) everyone who had complained about it going away.Highlighting this over-the-top passion for the original Skittles experience helped drive a 7.4% sales lift -- reaching the highest core sales in brand history.
