The Wrigley Company brand launches web initiative

The Wrigley Company’s Skittles brand has lunched a new web-based initiative that aims to generate interest in the confectionary category over the summer, it has been reported.

In a scheme that is similar to an online version of trump cards, Skittle Skuffles aims to make the most of the interactive capabilities of the internet, online industry resource Talking Retail reports.

The resource will allow users to generate their own avatar, picking its colour and features from a range of options. They will then be able to Skuffle with other members of the site in a variety of challenges and earn points.

Social networking resources such as Facebook and Twitter will also be used to raise awareness of the campaign.

“The Skittle avatars can be personalised through a selection of hats, glasses, facial hair and even limbs. This twist to the traditional online characters is set to be warmly welcomed,” the site notes.

The Wrigley Company’s other brands include Starburst, Lockets, Airwaves and Extra.