Wrigley's Skittles brand aims to attract "significant" interest to the sugar confectionery category in the UK through the launch of an online marketing initiative.

"When it comes to reaching consumers, the internet is increasingly important and the new initiative from Wrigley will help people engage with the Skittles brand on a new level," the US gum maker said.

The company to achieve this by launching Skittle Skuffle, a game similar to an online version of trump cards, with the activity running from 31 July for a month.

Consumers can create their own "Skittles Avatar" online and then "Skuffle" with other online consumers in a series of challenges.

Reaching out to social networking sites, such as facebook and twitter, will support the campaign. The winner will have the chance to see their last skuffle run on the video billboard in London's Piccadilly Circus.

"We are extremely excited about our innovative new online activity - Skittle Skuffle. The Skittles brand has a proven track record of delivering category growth and we see this activity as a great way to capitalise on the consumer demand for safe but fun interactive online activities as well as great tasting confectionery," Gareth Streeter, PR manager at Wrigley, said.