Mars Inc and D'Arcy Hong Kong have got together to reveal the
wilder, wackier side of the humble fruit with the launch of New Sour
Skittles.
Building on the core Skittles brand promise of 'real fruit in every
bite', the print campaign turns the sour edge of the new product into a
tongue-in-cheek look at some familiar Hollywood icons.
The ads titled "Jurassic Park" (above), "Rocky" and "Frankenstein"
feature visuals from the actual posters of these blockbusters to bring
the product story to life.
While the headline proclaims "Fruit with attitude", the visuals
interpret the sour kick in three different, but equally effective
ways.
Francis Cleetus was the creative director. He was also the copywriter
along with Freddie Ng, while art direction came from Sam Martin and Eric
Tan.
