Digital Video Content The Rainbow Skittles Creative Brief Client: Skittles Marketing Objective: To maintain brand strength and promote product feature/benefits. Background Product Features: Candy, Sweet, Five different flavors in original bad (Red), Several different types of skittles including: The new Orchard flavors. Bright colored packaging, Product Benefits: Fun, Delicious, Brings friends together, A way to reward yourself, Currently has crazy and bizarre commercials, Exciting brand personality, Skittles is looking to engage with Target market online is several different ways, very original spirit. Target Market Demographic: Adults 18-24 Psychographic: The target is looking for fun, quirky ways to go beyond the candy devouring aspect of their CBR. They are also very active online and in several different types of social media. They enjoy humor and seek to be entertained. This target isn’t looking for the best quality chocolate or overpriced candies, they want straight and simple candy that they can afford or talk their parents into purchasing for them. Big Idea: Twerk the Rainbow. Taste the Rainbow. Desired Response to this ad: Humor/Entertain the target so they will buy the product. Tone: Funny, bizarre, and creative. Show the magic of the rainbow and how it can help anyone accomplish the weirder side of their bucket list.
VIDEO
AUDIO
Wide shot of GRANDMA SKITTLES at the ballet bar.
Camera pans GRANDMA SKITTLES legs while she stretches.
Wide shot of GRANDMA SKITTLES doing classic ballet bar exercises. Close up on GRANDMA SKITTLES face.
GRANDMA SKITTLES: “I’m ready.”
TV Snow
SFX: Static from TV
Close up shot of GRANDMA SKITTLES putting in a video tape into the VHS.
Wide shot as GRANDMA SKITTLES steps back.
SFX: background noise from tv
Close up on “twerk out” video on TV
Out shot of GRANDMA SKTITLES trying (but failing miserably) to twerk
Close up on GRANDMA SKITTLES face in frustration Close up of her pulling skittles out of her fannpack, she tears the bag and eats the Skittles.
SFX: magic noise
Zoom out. GRANDMA SKITTLES is now covered in Skittles.
After struggling to get the moves to the “twerk out” video right, GRANDMA SKITTLES can dance like a pro.
Hip-hop music plays in the background
Camera zooms in on different twerking shots. Wide shot as Skittles rain down.
NARRATOR: “Dance the Rainbow. Taste the Rainbow.”