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.