“Taste the rainbow.”
It’s probably one of the most recognizable slogans in recent brand history – right?
So- how does a huge brand like Skittles stay relevant in a “web 2.5” driven world? Easy…it adapts!
Have you been to skittles.com recently? Basically, they’ve incorporated some of the world’s leading social and shared-media networks to support their web persona, proving the social significance of the chewy fruit candies!
You’ll first notice when visiting skittles.com that you are prompted to enter your age. After this, a widget appears in the upper left hand corner of the homepage which is their youtube page! Obviously, youtube is a great way to showcase the brand’s popularity amongst everyday “consumers” while keeping up with their tried and true “viral” videos that have driven the brand for so long!
Now, this is where it gets really cool for a social media nerd like me…say you want “just the facts”, click on “Products” and you don’t end up at some obviously skewed page powered by marketing geniuses…instead, you are swiftly whisked away to Wikipedia! The same thing goes for “Friends” and “Chatter”, which redirects you to their facebook page and their twitter feed.
Who knew a product created in the seventies could be so… innovative!?!
I think it’s a brilliant move by Skittles and I wonder how long before we start to see a copycat campaign by that “other” multicolored candy coated confectionery….