Skittles - Apologize the Rainbow
Award: Yellow Pencil
Yellow Pencil / Experiential / Virtual Activations / 2023
Award: Yellow Pencil
Yellow Pencil / Media / Social
Award: Graphite Pencil
Graphite Pencil / Direct / Integrated
Award: Wood Pencil
Wood Pencil / Direct / Digital
Award: Wood Pencil
Wood Pencil / Direct / Events
Award: Wood Pencil
Wood Pencil / Media / Direct
Award: Wood Pencil
Wood Pencil / Media / Events & Stunts
Award: Shortlist
Shortlist / Digital / Integrated
Nine years ago, Skittles took away its Lime flavour, which upset a lot of Skittles fans. To finally re-launch Lime, DDB Chicago decided to use something unusual for a brand: all of the online anger and hate directed at the brand. Skittles apologised to all 138,880 people who complained – individually. The brand offered personal apologies live on Twitch, on Twitter, in Times Square, and with a post listing every single personal it had wronged, which took over ten hours to read. And it wasn’t just an empty apology. The brand sent everyone free Lime Skittles, re-launching Lime Skittles with the most absurdly personal corporate apology ever.