Skittles – Teeth-Rotting Evil Or Savvy Marketing? They Don't Care So Long As We Tweet About Them

Whoever is running the digital marketing for the Skittles candy brand has a strong constitution. They are clearly not afraid of the Wildean maxim “The only thing worse than being talked about is not being talked about.” Today, the Mars-owned brand changed the Skittles home page to a Twitter search page pre-set to search for the word Skittles. The result was predictable. We all started tweeting about it, and increasingly in not a nice way, as Twitterers attempted to see how much abuse they could take. But clearly they are up for the conversational experiment. The brand has also been re-directing to its Wikipedia entry.