TBWAShanghai launched its third and last thematic campaign for Skittles in China, following the global realignment of the brand to Omnicom sister agency, DDB.
TBWA Shanghai worked with Wrigley, a subsidiary of Mars Inc., to re-launch Skittles in China in 2009. Over the last three years, TBWA’s advertising and activation has been a key driver in Skittles’ extraordinary net sales growth by 600% versus 2008. China is now one of the largest markets for Skittles in the world.
Ian Thubron, President TBWAGreater China, commented, “We were proud to work for Wrigley for three years, and to help them achieve such tremendous success. Ultimately what we do is drive business for our clients, and when we succeed in that, there’s nothing sweeter.”
The Skittles campaign depicts a world of unpredictable experiences, giving familiar and mundane situations a twist. The television commercial features a naughty boy on the bus, making fun of a girl by messing with her long pigtail. Yet, the pigtail comes alive and teaches the boy a lesson with its skillful kong-fu moves.
In addition to the TVC, the Skittles campaign is supported with activation launched on ‘Singles Day’, a Chinese pop culture holiday on November 11 that is celebrated by those who are still living the single life.
The TV and activation is bolstered by TEQUILA’s multi-layered digital activity, which promotes Skittles amongst youth, encouraging them to celebrate their individuality and singlehood.
FULL CREDITS
Creative Agency: TBWA Shanghai
Client: Wrigley
Executive Creative Director: Chien Hwang
Associate Creative Director(s): Ji Peng
Art Director(s): Alex Avis, Kay Cho
Copywriter(s): Canfron Zhao
Director: Husein Alicajic
Director of Photography: Tony Luu
Production Company: Six toes/Photoplay
Production Company Head Producer: Haydn Evans, Oliver Lawrance
Executive Producer: Haydn Evans
Account Director / Senior Account Executive: Koo Yeat Mung
Account Executive(s) / Manager(s): Ada Yang
Run Dates: starts in October
Category/Exposure: TV, digital
Territories: China
TBWA Worldwide (www.tbwa.com) creates Disruptive ideas expressed through Media Arts for global clients, including ABSOLUT, Accenture, adidas, Apple, Energizer, GSK, Henkel, Infiniti, McDonald’s, Michelin, Nissan, Pernod Ricard, Pfizer, Roche, Standard Chartered Bank, Singapore Airlines and Visa. TBWA is ranked as a Top-Ten worldwide advertising agency, and was recognized by Advertising Age in 2010 as the “Best International Network of the Decade”. TBWA has 274 offices in 100 countries, and over 11,000 employees worldwide.
TBWA is part of Omnicom Group Inc. (NYSE: OMC) (www.omnicomgroup.com), a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
