Wrigley readies Skittles Pawn Shop promotion
Wrigley Canada is preparing a holiday season promotion in Toronto for its Skittles candy brand. The initiative, called the "Skittles Pawn Shop," will take the form of a temporary location in downtown Toronto at which consumers can exchange unwanted holiday gifts for Skittles. The promotion includes the participation of online personality Lilly Singh, who will make an appearance at the location. Consumers can also visit a website at <http://www.skittlespawn.com> at which they can submit photographs of unwanted gifts to receive a coupon.
"When we heard about the truly uninspiring gifts Canadians were receiving, everything from tire rims and personalized toilet seats to instant noodles and toothpaste, we knew we had to act, by giving them something they could truly feel grateful for this year," said Dan Alvo, marketing director at Wrigley.
The promotion was developed by BBDO Toronto, with media work by Mediacom Canada and public relations from Harbinger. It will run from Dec. 26 to 30.