OVERPROMISE THE RAINBOW. TASTE THE RAINBOW.
There are places in this world that have never tasted the sweet sugary bliss that are Skittles. And sometimes, based on their lentil-like shape and colorful shell, people in these places will assume that Skittles are chocolate. GASP. So they needed a campaign that could explain both what they are (a fruity candy) and also who they are (weird as hell) to all their new friends around the world.
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Now these bad boys are getting translated into all different languages and shipped off across the globe.
For example, this is what “Skittles lessens your crippling addiction to the Internet” sounds like in Vietnamese.
ECD: Colin Selikow
CDs: Chris Walker & Alan Shen
AD: Sandra Jurado