Launch the new sugar-free skittles in a way that doesn’t hurt its brand equity or alienate its core customer.

Americans have become more health-conscious since the pandemic. Skittles does not currently have a product for our present and future audience that are “healthy sweet-tooths.”

The pandemic forced Americans to lose connections with their childhood snacks.

By targeting adults aged 35-54, Sugar-Free Skittles can re-kindle this connection.

As the wave of health emerges, Skittles needs to launch their sugar-free Skittles in a manner that differentiates from normal Skittles and appeals to the nostalgic feeling of having Skittles as a kid.

- Major food and beverage brands such as McDonalds and Pepsi have seen success in advertising campaigns appealing to childhood nostalgia.

- 78% of adults in our target audience like to try new snacks.

- Skittles is a very equitable brand. It’s tagline “Taste the Rainbow” has been versatile across different campaigns for over a decade.