CLIENT
Mars Wrigley
Gabrielle Wesley, Chief Marketing Officer - Mars Wrigley North America
Jessica Adelman, Vice President, Corporate Affairs and Communications
Meg Kalagher, Sr. Associate Brand Manager
Angelina Franco, Director, Brand Communications U.S. and Global Moments
Michael Italia, Head of Social Media & Digital Content Studio
Sally Tran, Senior Brand Manager
Martin Terwilliger, Marketing Director
Gianni Ferringo, Associate Brand Manager
Kathryn Bock, Social and Digital Content Manager
AGENCY
Jim Paul, Executive Creative Director
Dan Jividen, Group Creative Director
Tim Rocklage, Associate Creative Director
Gabrielle Sagers, SVP, Client Experience
Kelly Miller, SVP, Client Experience
Austen Hohendorf, CX – Account Director
Ingrid Montalvo, CX – Senior Manager
Caroline Tobin, CX – Manager
Tyler Middleton, CX – Associate
Alia Arif, X – Jr. Associate
Max Sollisch, Creative Director
Leah Billion, Strategy Director
SUMMARY
Skittles was thrust into the spotlight when Harry Styles was hit with Skittles candy while performing in L.A. Skittles accidentally went viral as Harry’s adversary, but saw an opportunity to become his protector. Within 72-hours of the event, Skittles published a full-page, full-color ad in the L.A. Times that read “Protect the rainbow. Taste the rainbow. *But please don’t throw the rainbow”, nodding at the incident without explicitly naming Harry. Skittles turned the viral adjacency to Harry into a reach opportunity, generating significant impressions and headlines, mentioning Skittles and Styles.
