The "Experience the Rainbow" Skittles marketing campaign targets teenagers and young adults on social media by promoting sharing colorful candy experiences online. The campaign's website features an endless stream of social media posts and art to engage users and encourage them to tweet messages and follow Skittles' Facebook pages, positioning Skittles as a delicious snack for sharing with friends through creative online content.

1. Ad Campaign Analysis:
“Experience the Rainbow”
By: Fátima Ortiz

2. General Information
• Type of product or
service:
– Hard candy
• Brand:
– Skittles
• Campaign name:
– “ Experience the
rainbow”

3. 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

4. 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

5. Web platform
The site features and “endless
rainbow” of social media posts and art

6. Web platform(cont.)
Users are given the
chance to tweet
messages and follow
Facebook pages

7. Personal Opinion