#Skittles, a well-established candy brand known for its playful and colorful persona, faced a unique challenge. Maintaining user engagement and brand relevance in a crowded market can be difficult, especially for a brand that primarily targets a younger demographic.

Here's what they did right:
➡️ Embracing the Meme-osphere: In 2013, a seemingly nonsensical phrase "Skittles commercial: the rainbow tastes bad" began trending online. This nonsensical statement sparked numerous memes and social media discussions. Instead of ignoring the trend, Skittles saw an opportunity.
➡️ Turning Controversy into Conversation: Skittles took a bold step. They acknowledged the meme in a series of witty tweets, even creating a commercial featuring a taste bud rejecting the rainbow. This playful response showed the brand could laugh at itself and engage with online culture.
➡️ User-Generated Content Campaign: Skittles capitalized on the meme's virality by launching a user-generated content campaign. They encouraged users to create their own "bad taste rainbow" memes and videos using a branded hashtag. This strategy leveraged user creativity, fostered a sense of community, and kept the Skittles brand at the forefront of online conversations.

The Result:
Skittles' response to the "bad taste rainbow" meme was a marketing masterstroke. Their witty engagement and user-generated content campaign generated immense buzz. The nonsensical phrase became a pop-culture reference, solidifying Skittles' image as a fun, relatable brand for a younger audience.

The Takeaway for Marketers:
Skittles' story teaches us the value of embracing online trends, even if they seem nonsensical. By responding authentically and with humor, Skittles turned a potential controversy into a successful marketing campaign. It highlights the power of user-generated content and the importance of staying relevant in the fast-paced world of online culture.