We were tasked with launching new Skittles Sours – a flavour so unbelievably Sour it has the power to awaken those suppressed feelings that we all keep deep inside!

Key to our challenge was introducing the flavour in a typically Skittles fashion, by poking holes in the veneer of the ordinary and providing an unexpected source of joy for everyone. Easier said than done.

Why? Well, in the Middle East, engaging with youth through the ‘funny’ can be tricky.

The truth is, young people in the Region are often expected to play by the rules and be PC.

They tend to hide how they truly think or feel in order to fit in. They put a guard up so their true self never comes out.

So how do you launch a fun new flavour, in a fun way, in a part of the World where fun can sometimes be complicated?

We knew the content of the game was the star of the show so we let the cards do the talking for generating buzz and prompting audiences in-store.

In KSA, we partnered with the ‘Sa7i’ team where the likes of Khaled Al Farraj, Ibrahim Al-Bukairi and Amira Al-Abbas played the game on their hugely popular Youtube show. Not only was this a great way of demonstrating how the game was played but it was the first time these stars were brought together for a one-off production.

For the UAE, we opted for audio and brought LetOutTheSour to life across three of the Countries biggest radio stations (Channel 4, Radio 4 and Al Rabia) where breakfast show teams played the game LIVE on air with their listeners.

Finally, Skittles owned assets were utilized throughout, encouraging fans/followers and the Regions key influencers to share their funniest gameplay moments.