Skittles have done it again! They are back with a new campaign, that consists of an ‘infectious’ new TV advert, where they don’t only ask you to ‘taste the rainbow’ but now to ‘contract the rainbow’ as well!
Their new advert depicts two teenagers meeting together just outside of what we presume is a high school to apparently discuss something important. As it turns out, one of the characters has been infected with ‘Skittlepox’ and it just may be contagious…
Here at apt, we have mixed opinions on this advert and it has most definitely been a topic of discussion within the office. However, overall our verdict is that it is a fun, bizarre and mildly disturbing advert that will certainly attract attention. Worth over £38 million, Skittles has grown by 10% over the course of the last two years and this new campaign that includes not only the TV ad, but the integration of Facebook and Twitter also, will definitely enable it to achieve its aims of boosting sales and encouraging growth. This recent advert has been part of a big year for Skittles and here at apt this got us thinking about all of its other past campaigns.
Even as far back as the 80’s Skittles has always had a slogan, and whilst it has been altered slightly throughout the years, the main message is still the same. In 1947, the slogan was ‘Taste the rainbow of fruit colours’ and the essence of this has been carried through every single Skittles campaign since, although now it has been shortened to just ‘Taste the rainbow’. Over the years, Skittles have come up with an array of quirky and zany advertisement ideas that consist of concepts such as the ‘Skittles hourglass’ and the ‘Piñata man’ and all of these adverts have succeeded in making us confused yet tantalised about the prospect of having a bag of skittles. Furthermore, skittles have relatively recently come out with a variety of different spin-off products with new flavours such as ‘Wild Berry’ and ‘Tropical’ in order to attract even more attention to their fast expanding brand.
However all in all, we at apt believe that this campaign precedes a long line of very successful, if not far-fetched, adverts and no matter how weird we find them, we always know that they will be very successful!