Wrigley, OMD Media Direction, Fuse BBDO Russia and DDB launched a new sponsored integrated campaign for Skittles in the “Stereo Utro” (“Stereo Morning”) show on the MTV-Russia channel.

“To increase brand awareness and loyalty among the target audience, the agency has developed a project, which helped integrate the brand into the popular show for young audience. The brand’s natural and low-pressure integration is built on the previously adopted style of the program. The approach, which uses the presenters’ jokes and humorous mini sketches featuring Skittles, turns to be very effective for gaining and strengthening loyalty among the target youth audience,” commented Alexanrda Kuznetsova, Media Director at OMD Media Direction.

The campaign will be rolling out from April through August 2010.