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Ad Campaign Analysis:
“Experience the Rainbow”
By: Fátima Ortiz
General Information
• Type of product or
service:
– Hard candy
• Brand:
– Skittles
• Campaign name:
– “ Experience the
rainbow”
Creative Briefing
Target
audience:
• Teenagers and
young adults who
browse the web
and have active
social media
accounts.
Desired
Positioning:
• A candy to talk
about and share
with friends
Key promise or
benefit:
• Have a delicious
snack foe a while
with flavors of
fruits
Communication
tone:
• Emotional
Message Analysis
What does it say?
• It promotes its adding content to your social media
account
What is it said?
• It is communicated using a creative, colorful and “endless”
website
Where is it said?
• Using the web platform and videos
Web platform
The site features and “endless
rainbow” of social media posts and art
Web platform(cont.)
Users are given the
chance to tweet
messages and follow
Facebook pages
Personal Opinion

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Analysis 2