Skittles, Sugar-Free: The Sweet Escape Parents Didn’t See Coming

The Challenge: Skittles is launching a sugar-free option, bringing its signature bold, rainbow flavor. The issue is, how does it do that without losing what it’s known for, a sugary indulgence.

The Target Audience: Parents, any and all, who have experienced wanting to give their kids moments of joy but feel caught between indulgence and wellness.

The Insight: For parents, the thrill of childhood sweets is strong, but so is the need to guide their kids towards healthier choices.

The Strategic Approach: There is an allure in discovering a way to parent without compromise, where joy and wellness can coexist.

We want to offer parents a solution to strike the perfect balance between indulgence and health, positioning sugar-free Skittles as a new guilt-free update to help fit their parenting style.

Miami Ad School Project