For years, Skittles has encouraged consumers to "Taste the Rainbow." Now, the candy brand wants people to "Chat the Rainbow."

Mars Snackfood, maker of the chewy, multicolored candies, launched a new homepage at on Thursday that may represent the closest embrace of social media yet by a mainstream marketer.

Instead of a typical product site that highlights information about or videos and games related to a product, features content created by consumers — most of it gleaned from other Web sites.

Posted on the site last week was the Skittles article from Wikipedia, the user-created Web encyclopedia. On Monday, featured postings from the social-messaging site Twitter that include the word "skittles."

Mars Snackfood says it redesigned the site to better connect with its core teenage audience, which spends a lot of time using social media.

"The teen audience relies heavily on their peers for advice on products. This is a unique, unexpected way to engage and to be a part of the conversation," says spokesman Ryan Bowling.

• Click here to read this story in the Wall Street Journal.

• Click here for the Skittles Web site.

• Click here for's Personal Technology Center.

• Got tech questions? Ask our experts at's Tech Q&A.