Tackling Youth Loneliness with Skittles
Our brief was to launch a new Skittles NPD, exclusive to the Co-op, to raise money for its Belong Foundation to beat youth loneliness.
We outlined a three-year campaign, beginning with a soft launch which introduced the somewhat established
- through Skittles' work with Pride - idea of the Rainbow as a symbol of inclusivity.
After many rounds grappling with tone and content, a key visual was produced with the tagline of 'OUR RAINBOW LEAVES NO ONE OUT' with a pledge to donate a portion of every pack sale to beat youth loneliness.
Having raised awareness of an unspoken issue, year two's concept positioned emoji as a wordless plea for support.
We were given the green light to manufacture a brand new product: yellow emoji Skittles! A key visual of the packaging ran the tagline, 'WE'VE GIVEN SKITTLES A FACE TO HELP OTHERS FIND A VOICE'.
Amplification ideas included an AR activation which anthropomorphised handfuls of Skittles into talking to one another about loneliness. These anonymous voices would be the real subjects Belong's case studies.
Year three went as far as exploring the launch of Belong's own emoji - one that says 'I need to talk', without saying a thing.
