Ad Campaign Analysis:“Experience the Rainbow”

By: Fátima Ortiz

General Information• Type of product or

service:– Hard candy

• Brand:– Skittles

• Campaign name:– “ Experience the

rainbow”

Creative Briefing

Target audience:• Teenagers and young

adults who browse the web and have active social media accounts.

Desired Positioning:• A candy to talk about

and share with friends

Key promise or benefit:• Have a delicious

snack foe a while with flavors of fruits

Communication tone:• Emotional

Message AnalysisWhat does it say?• It promotes its adding content to your social media

account

What is it said?• It is communicated using a creative, colorful and “endless”

website

Where is it said?• Using the web platform and videos

Web platform

The site features and “endless rainbow” of social

media posts and art

Web platform(cont.)

Users are given the chance to

tweet messages and follow

Facebook pages

Personal Opinion

Its highly colorful and lively

It has the ability to reach certain age groups

It might not remain valid for a long time

It promotes social interaction and sharing