Cannes Lions

Blank The Rainbow

INDEPENDENTCOPYWRITER.COM, Chicago / WRIGLEY / 2017

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MP3 Original Language
MP3 Original Language

Overview

Entries

Credits

Overview

Description

Research uncovered a rather awesome insight: that just like NIKE and its tag line "Just Do It" had become synonymous and therefore interchangeable with one another, so too had Skittles and "Taste The Rainbow"

So we distilled the spots down to where every sentence ended with "...the rainbow" and then expanded upon the idea by creating irreverently entertaining life stories that listeners could still easily relate to.

Execution

In addition to creatively using Skittles "Taste The Rainbow" tag line, we also leveraged the iconic VO artist from the brand's American TV commercials, Larry Kenney.

The campaign ran nationally from the end of April 2016 to the end of July 2016 on radio stations in major U.S. markets.

Outcome

Word on the street is Skittles Blank The Radio campaign has helped morph American Gen Y and Z pop culture in how adolescents and young adults now communicate with one another. Whereas the trend used to be for them to ironically begin every sentence "hashtag," they are now ending their sentences irreverently with "...the rainbow."

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