Skittles is one of the top selling candy brands in Canada that is focused primarily on teens. For this program, the goal was to generate sales and create brand awareness during a very timely period for the confectionary category — the holidays. To break through all of the messages and clutter targeting our consumer, Skittles needed a BIG IDEA to drive awareness and engagement in an impactful way that resonated with Canadians. With the insight that you don’t always get what you want during the holidays, the brand created and launched the Skittles Holiday Pawn Shop in downtown Toronto on December 26th, the day after Christmas. At the Shop, consumers were able to bring their unwanted Christmas gifts in exchange for packs of skittles. For those who could not personally visit the shop, they were able to complete an online appraisal form instead.
