Skittles - Apologize the Rainbow
The "Apologize the Rainbow" campaign by Skittles was launched to apologize for replacing their beloved Lime flavor with Green Apple in 2013. After years of customer complaints, Skittles brought back the Lime flavor and issued a massive public apology campaign, targeting each fan who had expressed their disappointment.
The campaign’s interesting take was Skittles' self-deprecating tone, humor, and exaggerated nature of the apology. It positioned the brand as caring but playful, turning what could have been a small product change into a full-on entertainment spectacle.
Core Theme of the Campaign -
The highlight was the personal and exaggerated nature of the apology. Skittles apologized in unique ways, including:
a. A live-streamed press conference.
b. Individualized apologies to 138,880 people.
c. Apology letters showcased in Times Square.
d. Fun, quirky interactions on Twitter and Twitch.
The campaign targeted long-time Skittles fans, especially those nostalgic for the original Lime flavor. It also appealed to younger, social media-savvy consumers who enjoy humor, memes, and quirky brand engagements.
Master the Art of High-Impact Campaigns with 2200+ Cases
About the
Campaign -
a. Skittles acknowledged fans' complaints about the Lime flavor replacement.
b. The campaign involved a live apology press conference broadcast on social platforms.
c. Skittles apologized individually to 138,880 fans via Twitch, Twitter, and Times Square billboards.
d. It utilized humorous and awkward tones to connect with fans.
e. The campaign positioned Skittles as a brand that listens and responds to its audience, showing humility through fun.
f. It increased engagement across social media and boosted Skittles’ brand presence.
g. The playful nature of the campaign humanized the brand and delighted audiences with over-the-top, fun interactions.
h. Resulted in increased sales and customer satisfaction after bringing back the Lime flavor.
