It’s not the worst of times, but the best of limes as Skittles has finally listened to pleas from customers over social media who begged for the return of the popular flavor after it was replaced with green-apple.
Welcome to “Lime-ageddon!”
I feel like I want to yell that like a Monster Truck announcer! In a social media campaign from DDB Chicago that launched June 29, the brand is introducing the fun concept of Lime-ageddon, which has created a staged rush on Walmart stores to stock up on the flavor for a limited time. And I thought the only panic at Walmart these days was caused by its constant stream of customers displaying “crack” while shopping for the latest t-shirts or fishing rods.
I digress.
The video, which is being seeded on Twitter and Facebook, features a flustered female reporter describing the insanity at Walmart stores as customers rush inside to gather packages of lime Skittles. She becomes more and more distracted and eventually gives in, dropping her mic and running inside to get hers. It’s fun video bursting with fun and energy and that’s why it’s RAW for this week.
Lime-ageddon is here! Stop reading this & hurry to Walmart! Lime is Back for a limited time! WHY ARE YOU STILL READING THIS!? #BringBackLime pic.twitter.com/7C3G1fsAtN
— Skittles (@Skittles) June 29, 2017
“Passionate fans of The Rainbow have never forgotten 2013, when Skittles swapped its lime flavor for green apple to better harmonize the ‘Five Fruity Flavors’ across the globe,” Matt Montei, senior director of confections at Wrigley U.S., tells Marketing Daily. “We’re always looking for ways to surprise our brand fans, and through the launch of products like Starburst All Pink, we know just how important it is to listen to the calls of our consumers.”
Social fans have responded to the promotion positively as can be seen by some of the tweets below:
In addition to the video, the brand has been distributing special “Sur-Lime-Al” kits containing product, apparel and a map to a nearby Walmart, to Skittles fans and enthusiasts.
Over the past few months, Skittles has garnered attention with plans to offer a spicy version of its traditional candy, and changed all of its “rainbow” coloring to white during June in a nod to LBGT pride celebrations.
In the meantime, I will be rushing out to Walmart and stocking up on my own lime Skittles! “Get out of my way, I’m important!”
CREDITS
   Client: Mars Wrigley — Skittles
Senior Marketing Director: Matt Montei
Senior Brand Manager, Skittles: Tim Conlin
Senior Associate Brand Manager, Skittles: Ashley Incarnato
   Creative Agency: DDB Chicago
Chief Creative Officer, DDB North America: Ari Weiss
Chief Creative Officer, DDB Chicago: John Maxham
SVP Group Creative Director: Myra Nussbaum
Head of Design: Ryan Sievert
Art Director: Colleen Keesey
Art Director: Andrea Knowles
Copywriter: Mack Nielson
Copywriter: Lauren Riddoch
Graphic Designer: Caroline Fox
Chief Production Officer: Diane Jackson
Executive Producer: Debora den Iseger
Producer: Allison Magill
Production Manager: Scott Terry
Global Business Director: Richard Guest
Global Segment Lead: Eli Velez
Account Director: Erin Leahy
Account Supervisor: Jacqueline Hines
Account Executive: Katie Goold
Global Group Strategy Director: Josh Drueck
Strategy Director: Erin Wong
   Production Company: ONE at Optimus
Director: Tim Mason
DP: Michael Ognisanti
EP / Managing Director: Lisa Masseur
Executive Producer: Jonah Mueller
Line Producer: Emma Jubinski
   Editorial: Optimus
Editor: Dana Huiras
Assistant editor: Lindsay Rynne
Executive Producer: Jon Desir
Producer: Jenny MacDonald
   Color: Nice Shoes
Colorist: Ron Sudul
   Audio Post: The Studio, Chicago
Sound engineer(s): Nicholas Papaleo
Sound assistant: Cameron Aper
Audio Post Producer: Stacey Simcik
Sound Design: Katy Mindeman (freelance)
Have a spot or campaign for RAW? Please submit to colin@colincostello.com.
