The assignment was to outweird/outfunny the advertising messaging of sour confectionary category competitors Sour Patch Kids and Trolli Sour Gummies in the minds of teens.
Approach
The creative solution was to create random, unexpected and irreverent scenarios that viscerally communicated the shocking, stinging and slightly painful sensation of when Sour Skittles make contact with the taste buds on your own tongue.
Results
Sour Skittles sales increased enough to become the second best selling product variety in the client's portfolio of brands behind Original Skittles, replacing former second place product variety Tropical (Rainforest).
