Valentine’s Day is the sweetest holiday of the year celebrating love and romance. With the holiday being a cliché season for confectionery, Skittles had a role to play as the Jester that delivers a welcome disruption to the predictable. We positioned Sour Skittles as the perfect gift for singles on the sweetest of days, while also creating our own sour greeting cards to accompany those.

On February 14th, a haggard Sour Cupid along with his broken grungy Parisian flower cart was at GO York Concourse at Union Station. Sour Cupid approached passersby in a light-hearted manner, heckling and interacting with them by sarcastically making jokes about Valentine’s Day and highlighting the perks of being single on this day while giving out Sour Skittles and sour cards with discount coupons.

In addition, to create online buzz, our cards were sent to influencers along with Sour Skittles packs.