Dive Brief:
- Skittles, a Mars company, is helping one renter find their New York City home in a sweepstakes to promote its new Littles product, according to a press release.
- The winner of the sweepstakes will win the chance to live in a 353-square foot apartment located in the first micro-unit residential building in Manhattan. The space is filled with rainbow- and Skittle-themed decor and was designed by interior decorator Dani Klarić.
- On social media, the brand is encouraging consumers to share small space living tips with the hashtag #LittlesLiving and tag @Skittles. The sweepstakes, which includes a year’s rent, coincides with a global rebranding effort encompassing both a logo and packaging redesign.
Dive Insight:
With rent prices 30% higher on average than they were pre-pandemic, consumers are feeling the pinch. In Manhattan, rents average over $4,000 a month, and many renters simply cannot afford the area. Skittles is looking to make the area a bit more affordable for one consumer, and the micro apartment presents an on-brand opportunity to promote its Skittles Littles product at a time when many are living in smaller spaces because of high rents. Fans 18 years of age and older can enter to win until May 21.
While the space is minimal, the decor is not. The apartment, which is located in the Carmel Place building developed by Monadnock Development and managed by Common Living, a Habyt Company, also leans into the resurgence of the maximalist design trend. Designed by Klarić, the apartment is maximized in both aesthetic and functionality "to offer a stylish solution to one of Gen Z's most common concerns," per a press release.
“Skittles isn't afraid to max out the micro and deliver a truly pleasantly perplexing way to experience our newest innovation, Skittles Littles,” said Ro Cheng, vice president at Mars, in a press statement. “We hope to inspire moments of everyday happiness for fans, helping them enjoy the little things in life through our Skittles Littles Living apartment.”
Skittles’ new branding as seen on an out-of-home ad.
Courtesy of Mars, Incorporated
The apartment decor is very much in the spirit of a whimsical brand refresh, created in partnership with Elmwood, meant to invoke feelings of nostalgia among older consumers who ate Skittles as a childhood snack, while also staying relevant to younger consumers, including Gen Zers, per details shared with Marketing Dive.
“Skittles has always been associated with this very distinctive tone of voice – it’s lo-fi, quirky and DIY in style,” said Paul O’Brien, design director at Elmwood, in a statement. “In order to capture this very recognisable tenor, we developed a brand new design aesthetic. ‘Nonsensical’, as we call it, is our way of dialling up Skittles’ ability to tell a great story. It’s joyful and freeing, providing an entertaining release from common sense – while remaining true to the core feel of Skittles.”
The launch of the new packaging is meant to unite the branding’s global footprint. The overhaul will roll out in the EU prior to a wider launch in the U.K. and the U.S. next year. The new design is intended to help transform Skittles into an experience-based brand, with a brand voice that can be used to tap into cultural themes in channels spanning social media, competitions and user generated-content.
