Skittles Replaces Web Site With Twitter Feed

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 Skittles.com 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, Skittles.com 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, Skittles.com 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.

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