Title Apologize The Rainbow
Agency
DDB Chicago
Campaign
Apologize the Rainbow
Advertiser
Mars, Inc.
Brand
Skittles
Posted June 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 120 seconds
Global Network
DDB Worldwide
Worldwide Chief Creative Officer
Ari Weiss
Chief Creative Officer
Rodrigo Jatene
Executive Creative Director
Colin Selikow
Group Creative Director
Ross Saunders
Group Creative Director
Paulo Junger
Head of Production
Matt Blitz
Executive Producer
Annie Larimer
Agency Producer
Madison Amalfitano
Chief Executive Officer (CEO)
Andrea Diquez
Agency Producer
Alethya Luiselli
DDB Worldwide
Varsha Kaura, Global Business Director
DDB Chicago
Frances Gaillard, Global Segment Lead
DDB Chicago
Jasmine Jabbour, Global Brand Lead
DDB Worldwide
Eli Velez, Global Operations Director
DDB Chicago
Amanda Krause, Global Deployment Director
DDB Chicago
Kathy Cosgrove, Business Manager
DDB Chicago
Vivien Marafko, Account Supervisor
DDB Chicago
Buky Ogunleye, Project Manager
DDB Chicago
Milo Chao, Chief Strategy Officer
DDB Chicago
Josh Drueck, Global Strategy Director
North America
Marissa Beck, Senior VP, Brand & Content, Mars Wrigley
North America
Chanel Gant, Senior Manager, Brand & Content, Mars Wrigley
Mars Wrigley
Rankin Carroll, Global Head of Brand Content and Media
North America
Sarah Long, Chief Marketing Officer, Mars Wrigley
North America
Justin Hollyn-Taub, Vice President of Marketing, US Fruit Snacks Portfolio, Mars Wrigley
North America
Fernando Rodrigues, Sr. Manager, Skittles, Mars Wrigley
North America
Danielle Dos Santos Sr. Associate Brand Manager, Skittles, Mars Wrigley
North America
Chris Bendeck, Manager, Brand & Content, Mars Wrigley
Picrow
Fatal Farm, Director
Picrow
Jeff Powers, Director of Photography
Picrow
Dal Wolf, Executive Producer
Picrow
Anthony Ficalora, Executive Producer
Picrow
Peter Sprouse, Line Producer
Whitehouse Post
Matt Badger, Editor
Whitehouse Post
Tara O'Sullivan, Assistant Editor
Whitehouse Post
Kristin Angeletti, Executive Producer
Whitehouse Post
Ryan Smith, Producer
Carbon VFX
Julio Leon, 2D Lead
Carbon VFX
Julio Leon, 2D Online
Carbon VFX
Kate Smith, VFX Producer
Carbon VFX
Gretchen Praeger, VFX EP
Carbon VFX
Bree Brackett, Colorist
Carbon VFX
Laurie Adrianopoli, Color Producer
Carbon VFX
Dan Butler, Color Producer
Carbon VFX
Zoe Rain Lambert, Color Assistant
The Works
David Axelbaum, Sound Design & Mix
The Works
Tommy Lombardi, Studio Manager
The Works
Tom Syoen, Studio Manager
The Works
Brian Winterton, Head of Studio