There are some slogans that are so iconic, it would certainly be a marketing crime ever to touch them. Standards like Nike"s "Just carry out It" or "Easy, Breezy, Beautiful: Covergirl" concerned mind together a couple of that have actually long endured. However, sometimes, overhauling a popular slogan or tagline have the right to have a substantial impact top top a brand or product. Due to the fact that 1994, the multi-colored candy skittles was associated with the slogan "Taste the Rainbow," but roughly the beforehand 2000s, that slogan began to check out some interesting transforms in a marketing sense. Because then, 40+ various TV ads have actually aired the play with the phrase, and also we"re ready to gambling you remember numerous of them. In this marketing campaign review, we"ll discuss how Skittles provides its slogan "Taste the Rainbow" in unexpected methods to create insanely memorable advertisements the promote brand recognition.

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Marketing Strategies supplied in Skittles" Taste the Rainbow Campaign

Striking imagery and also ideas: What renders the Taste the Rainbow campaign so effective is, in big part, the absurd and also sometimes even off-putting nature of the content in the ads. Many of Skittles" commercials function by putting the candy right into unlikely situations, prefer alien abductions, or pairing Skittles v strange characters, like a half-man, half-sheep hybrid. However, this humor and absurdity isn"t simply random or gratuitous. The factor why this ads are so memorable and also recognizable is that they"re so odd, you can"t help but mental them. They become topics of discussions, or sear such strange imagery right into our top that we can"t help think that them native time to time and, hopefully because that the brand, stir increase cravings because that Skittles.
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Ad distribution:
The Taste the Rainbow campaign ads have actually been airing on tv for decades now, largely on networks the appeal to children and teens, prefer Nickelodeon or MTV. These offbeat ads space strategically put on networks that are most most likely to it is in watched through the target audiences for skittles -- the very same audiences that would most likely be most receptive to the absurd nature the the advertisement concepts. However, in mine time, I"ve also seen the themes and also slogans the this campaign translated to newspaper ads, billboards, banner ads online, and more. Since this project has become so ubiquitous in ours culture, it"s feasible for cones to prolong the principle to other varieties of media that can only allude to the absurd skittles situations but with a similar effectiveness come the really TV ads.

Pushing a Product to its Limits

The Taste the Rainbow campaign from Skittles has run for nearly two decades now, however we need to wonder what the conversations were like amongst the marketers who spearheaded the early stage ads. In ~ the time, that must have actually looked choose a threat to portray your product, a delicious candy, in together strange and sometimes even disgusting situations. By shortcut the candy with the weird ideas in the TV ads, the brand may have potentially driven customers away if the idea hadn"t landed and it did.

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However, the success and also longevity of the Taste the Rainbow campaign says something around the influence of shock value. Sometimes, going through an idea that"s a little much more "out there" and also makes unanticipated implications about the product or brand have the right to be simply as effective, or an ext so, than a straightforward approach. It might be worthwhile to push your product a little further once it pertains to grabbing the audience"s attention v your next ad.

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about the writer

Ivy Decker

Ivy i graduated from The Ohio State University and is ATA"s contents Journalist. She"s excited to use her composing background to build the voice and also values the the brands she represents, consisting of ATA. In her complimentary time, she enjoys composing fiction and comedy, play ukulele, and also hanging out with her cat, Rey. Ivy is passionate around doughnuts, the first three periods of Spongebob Squarepants, and the oxford comma.