Skittles is joining the ‘Happiest 5k on the Planet’, as it partners with The Color Run UK. As the 2016 Presenting sponsor Skittles will give participants the chance to not just Taste the Rainbow, but to Run the Rainbow as well.
The Color Run is held annually in the UK, with zones placed tactically on the 5k route where participants are covered with multi-coloured powder, having started the day with a white The Color Run and Skittles branded t-shirt.
Wrigley is investing over £6m in media for Skittles this year and The Color Run is one of the key activities for 2016. ‘The Color Run Presented by Skittles’ will visit five major UK cities, including Glasgow on 17th July.
Dan Newell, Wrigley Confections Marketing Manager, commented: “It’s a natural choice for Skittles to partner with The Color Run. Consumers have always identified Skittles as a fun brand but also by its vibrant collection of rainbow colours, so what better way to celebrate health, happiness and the joy of colour than by supporting thousands of runners as they take part in the most colourful day they’ll ever have!
“As part of Mars Incorporated, we are committed to addressing health and wellness issues and promoting healthy lifestyles. Partnering with The Color Run is just part of that commitment, there will be more to come later in the year.”
As an opportunity to increase confectionery sales and maximise footfall, retailers local to the events will be kitted out with tips and materials for sampling opportunities to help maximise awareness of Skittles involvement with The Color Run.
