Promotions are tricky things to get right. It’s all about creating a memorable moment of sheer delight. There’s a fine line between genius and gimmick and a big budget won’t get you anywhere if you haven’t got a good idea to get it off the ground.
When we were asked to create a gift pack for the press launch of the new Skittles Wild Berry we knew it was a chance to let our imaginations run wild and indulge in a bit of creative craziness.
The advertising campaign centered around a pet cloud being taken for a walk. So for the press launch, we had a lot of fun creating an adopt-a-pet-cloud kit.
We dreamt up a cloud trapped in a glass jar, with a puddle of Skittle-rain at the bottom. After much trial and error we discovered that candy-floss made the best clouds so the team worked late into the night on the eve of the launch spinning sugar clouds and placing them into jars. They each came with a pet name (Geoff, Nigel, Derek and the gang), a certificate of adoption for added authenticity and a quirky little booklet about “getting to know your Wild Berry Skittles.”
Bizarre yet on brand, this was one promotion that was ludicrously low tech to make yet captured the imagination completely. And how were they received? The reception was warm and sunny all round.