| 标题 | Skittles Pride Pack |
| 广告公司 | The Mars Agency |
| 广告战役 | Skittles Pride Pack |
| 广告主 | Mars Incorporate |
| 品牌 | Skittles |
| Posted | 4月 2023 |
| 行业领域 | 糖果 |
| 哲学 | Topping successful prior-year results became even more daunting this year, although Walmart is now as committed as SKITTLES to bringing this campaign to life. Thus, 2022 activation included more “firsts” that elevated the campaign by offering new ways to help shoppers Pride it Forward. In the most significant program update, the SKITTLES brand team worked with six LGBTQ+ artists to design original Pride packages to be sold nationally instead of the all-gray designs of previous years. For the Walmart omnishopper campaign, our team: Leveraged the package design of one artist for exclusive content and artwork showcases. The artist’s work was also featured in on-site and off-site banner advertising. Activated an engaging brand page where visitors could learn about all the packaging artists, read more about the GLAAD donation, watch an exclusive video about the featured artist, and download a coloring sheet. Directed shoppers to the brand page from the AR experience as part of a more robust activation (see Unique Activation Touch Points). Partnered with the retailer and the Walmart Pride Associate Resource Group to share the featured artist’s story during a June meeting of the group. Conducted an onsite program at the Bentonville Film Festival, an annual event that celebrates diversity and inclusivity in the film and media industries. |
| 问题 | SKITTLES® and Walmart are active, authentic advocates of the LGBTQ+ community with an ongoing collaboration engaging, interactive Pride Month activities that drives awareness and support among shoppers — because the more the LGBTQ+ community is given visibility, the more progress is gained toward universal acceptance. |
| 结果 | Yearly results have been improving steadily as the partnership has matured and the program has grown. In 2021, Walmart provided chainwide display distribution (4,700 vs. 1,430 locations in 2020), along with incremental added-value digital media on Walmart.com. In 2022, the retailer worked with Mars Wrigley’s Walmart omnishopper team to drive stronger engagement with its own associates and again provided incremental added-value digital media support. The Walmart marketing, merchant and media teams have all identified the program as a “Best in Class” partnership. SKITTLES easily achieved its $100,000 donation goal to GLAAD in all three years, and the effort continues to be a priority for both the brand and the retailer. Shopper sentiment toward the program has achieved a 99% positive/neutral score, proving that Walmart shoppers support the ever-growing efforts of the brand and retailer to Pride It Forward. |
| 媒体类别 | 案例研究 |
| 长度 |