Skittles Spreads 'Liberation' in China

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BEIJING, CHINA The Mars-owned confectionery brand Skittles has launched a digital campaign in China to help “un-trap” teenagers from their “highly regimented daily routine.”

Based on the insight that Chinese teens are trapped in a world of rules and societal pressure to succeed, Skittles and TBWA have launched a “Skittlelized” zone on China’s biggest online portal QQ.

Tapping into the iconography of popular online virals, TBWA\Agency.com created animated animals and games that “Skittlelize routine school activities,” turning teens’ everyday school life into something fun and rebellious.

Through the campaign, Skittles said it hopes to inspire teens’ imaginations and un-trap them from their highly regimented, daily routines.

The

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