Consumers were confounded that no Blue Skittles existed, even though they’re featured on the pack of the quirky, beloved candy. So we thought we’d launch the highly-anticipated Blue flavor in a first of its kind “like-based” socially-native campaign. In order for Blue Skittles to arrive, fans had to “like” the delivery truck, driven by an emotionally insecure czech driver from the factory in Prague to London. The campaign unfolded online with films and live social interaction culminating in the most successful launch in Skittles history.
Date Published: June 8, 2015
Client: Skittles: Blue Skittles