SKITTLES LAST MINUTE GIFT SHOP
THE LOCATION423 Queen Street West, Unit 112
THE POP-UPThis pop-up launched in Toronto on Christmas Eve (2018), quirkily celebrating Canadian procrastinators countrywide. The storefront opened its doors at 11:59 p.m. on December 24, advertising itself as a haven for those Canadian shoppers that had, quite literally, waited to the last minute to acquire gifts for friends and loved ones. Inside, a red holiday wonderland greeted guests - complete with a sparkling Christmas tree, wrapped gifts-a-plenty and, of course, 60 Skittles-themed presents for the first patrons lined up outside the pop-up shop. From Beats by Dre headphones to a guitar and a world map, each gift was rightfully emblazoned with Skittles candy, celebrating the colourful treat during North America’s busiest consumer season.
THE RESULTAs has often been the case with Skittles over the past decade, the Last Minute Gift Shop was a marketing triumph and a smashing success. Attended by well over 150 people, despite its proximity smack dab in the middle of many Canadians’ Christmas festivities, the brand strategically partnered with both influencers and media in the lead up to the event to create a buzz and drive attendance. In fact, utilizing strategic influencer partnerships with figures like Canadian comedian and video producer JusReign – who has 960,000 YouTube subscribers alone – Skittles was able to make the Last Minute Gift Shop one of the most talked about Canadian pop-up shops of 2018. While Skittles has long been known for its catchy “Taste the Rainbow” catchphrase, it should come as no surprise that the versatile brand’s marketing team was also able to once again taste success with its pop-up initiative due to its partnerships with local incubators like pop-up go, media collaborators and largely Toronto-based influencers and public figures.
Tags: pop-up, retail, Marketing, Experiential Marketing, Skittles, candy, big brand, MediaCom, Agency, Toronto, Downtown Toronto, Christmas, Christmas Shopping, Fun, Memorable, Beats, Beats by Dre, Dre, Canada, Christmas Eve, Taste the rainbox, Youtube, Influencers, JusReign, North America