Skittles set for major relaunch

Wrigley has announced a £5m rebrand for Skittles is turning confectionery on its head with a £5m brand re-launch. In January the hugely popular sugar confectionery brand, which is enjoying a 31% rise in value sales, will relaunch with a range re-design and the launch of a new product.

As part of the re-launch, the range re-design will see the Skittles rainbow flipped upside-down on pack, as well as the launch of Skittles Confused. Available in 55g bag and 175g pouch formats, the colour of the new Confused Skittle doesn’t match the flavour inside.

The activity represents the biggest UK brand investment for Skittlesand will be supported by a fully integrated through-the-line marketing drive. This will comprise eye-catching in store activation, mass outdoor sampling, targeted digital and social media engagement, as well as a £3m TV ad campaign. Set to hit screens in March, a new TV ad will run alongside the iconic ‘Touch’ TVC to exclusively support new SkittlesConfused.

Matt Austin, Wrigley Confections Business Unit Director, comments: “Confused? We’re not. 10 million Skittlesare already eaten every day in the UK, and this re-launch is going to excite retailers and consumers alike.

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