D'Arcy has created a campaign to launch the Mars Skittles sub-brand
The press ads, which will run in teenage titles from 1 September, use
images of characters attempting to keep a straight face in
The theme plays on the idea that nobody can keep a straight face while
eating Skittles Sours because of their sharp taste.
The first execution, "wedding", shows a couple in a wedding photograph
next to a teenage bridesmaid who is attempting not to burst into
Two other executions feature children in a family portrait trying not to
giggle and a music band in a publicity shot holding back their
The campaign will run in magazines including Mizz, Sugar, PlayStation
Magazine, and CD:UK. It will run until November.
The Skittles Sours product is aimed at the teenage market because it is
thought that teenagers are the consumer group most likely to enjoy the
sour taste of the new Skittles confectionery.
D'Arcy also launched the first Skittles brand extension, Skittles Mint,
in the spring. This product is aimed at older confectionery
The ads were art directed by Susan Byrne and Michelle Power was the
Photography was by Jonathan Bray and Jim Naughton. Media is through