Skittles' 'Taste the Rainbow' Campaign: A Case Study in Surreal Marketing

Skittles' 'Taste the Rainbow' Campaign

Some slogans are so iconic that altering them would seem like a marketing crime. Nike’s Just Do It and Covergirl’s Easy, Breezy, Beautiful have stood the test of time. But sometimes, tweaking a well-known tagline can have an even greater impact on brand recognition. That’s exactly what Skittles did with its legendary Taste the Rainbow campaign. Since its launch in 1994, the campaign has evolved into one of the most surreal, absurd, and memorable marketing strategies in history.

The Origins of Taste the Rainbow

Before Taste the Rainbow, Skittles’ marketing was relatively straightforward, emphasizing flavor and fun. In 1994, the candy giant took a more creative approach with the help of the advertising agency D'Arcy Masius Benton & Bowles. The new slogan, Taste the Rainbow, opened the door for imaginative storytelling that transformed Skittles from just another candy into a cultural phenomenon.

A Strategy Rooted in Absurdity

One of the key factors behind the success of the Taste the Rainbow campaign is its surreal and offbeat nature. Skittles ads have consistently placed the candy in bizarre scenarios that defy logic yet capture attention. Some of the most memorable commercials include:

• A man whose touch turns everything into Skittles.

• A boy with a Skittles tree growing from his stomach.

• A half-man, half-sheep hybrid who bleats while eating Skittles.

• A trade-in deal where a man swaps a singing rabbit for a bag of Skittles.

These strange and unexpected visuals may seem random, but they serve a clear purpose—making the brand unforgettable. By using absurd humor, Skittles ensures that audiences not only remember the ads but also associate the candy with fun and unpredictability.

Reinventing the Slogan: A Key to Longevity

Unlike brands that stick rigidly to a single tagline, Skittles has continually adapted Taste the Rainbow to fit different advertising themes. By modifying the slogan slightly to match each unique concept, the campaign remains fresh while reinforcing brand identity. Some variations include:

• Harvest the Rainbow – Featured in an ad where a boy grows Skittles from a tree in his stomach.

• Believe the Rainbow – Used in an ad where a Skittles enthusiast claims supernatural abilities.

• Transplant the Rainbow – Tied to an ad involving an outlandish Skittles surgery.

Each of these tweaks keeps the campaign engaging while strengthening the connection between Skittles and its whimsical brand personality.

Expanding Beyond TV: Interactive Marketing

Beyond TV spots, Skittles extended its marketing through interactive campaigns like Mob the Rainbow, where fans participated in real-world acts of kindness inspired by the brand. This move reinforced Skittles' connection with its audience, making the brand more than just candy—it became an experience.

The Legacy of Taste the Rainbow

Skittles’ campaign is a masterclass in branding. By embracing absurdity, continuously reinventing its message, and engaging audiences beyond traditional ads, Skittles has cemented Taste the Rainbow as one of the most memorable marketing campaigns in history.

For brands looking to make a lasting impact, Skittles proves that sometimes, the best way to stand out is to embrace the unexpected.