Issue 27, 1 June 2011
The US and the UK may be mature markets for confectionery brands, but Skittles, Wrigley's rainbow-hued chewy candy, has created its own niche of perpetual adolescence. Since TBWA assumed stewardship of the brand in 2004, Skittles has set about exploring its identity with all the enthusiasm of its young target market, by embracing social media and strangeness in pursuit of a life less ordinary
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