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Creative Award
Paris, France
Skittles - "Apologize The Rainbow" by PHNX Awards 2023

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TitleApologize The Rainbow
Agency
Campaign Apologize the Rainbow
Advertiser Mars, Inc.
Brand Skittles
PostedJune 2022
Product Skittles
Business Sector Food
Story 9 years ago we took away Lime flavor and pissed off a lot of Skittles fans. To finally re-launch Lime flavored Skittles, we decided to use something pretty unusual for a brand - all the online anger and hate directed at us. After all, nothing shows the love for something like the anger when its taken away. So we literally apologized to everyone who ever complained – all 138,880 of them. Individually. Offering personal apologies live on Twitch, on Twitter, on billboards in Times Square and with a post listing every single personal we’d wronged that took over 10 hours to read. And not just an empty apology. We sent everyone free Lime Skittles. Re-launching Lime Skittles by acknowledging our mistake in the most absurdly personal corporate apology ever.
Media Type Case Study
Length
Worldwide Chief Creative Officer
Chief Creative Officer
Executive Creative Director
Group Creative Director
Group Creative Director
Head of Production
Executive Producer
Agency Producer
Chief Executive Officer (CEO)
Agency Producer
Global Network