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Last Edited Time
Jul 2, 2025 04:03 PM
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Platform
Digital Marketing
Category
Design Theory
Topic
Colour Theory
AI summary
Skittles differentiates itself with a chaotic and colorful brand voice that resonates with younger audiences, creating strong emotional connections and loyalty. Their unique approach emphasizes authenticity and memorable experiences over traditional marketing norms.
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How Skittles Built a Brand Through Bold Chaos and Colour
TL;DR: Key Points:
- Skittles embraces a nonsensical tone, standing out from sensible brands
- "Taste the Rainbow" and other campaigns use surreal humour to stick in people's minds
- Skittles' tone matches their vibrant brand energy, not just their products
- A unique voice can attract dedicated customers, especially among younger, creative audiences
Main Content
Why Being Different Actually Works
Most brands play it safe with straightforward, serious messaging. Skittles does the opposite. They dive headfirst into chaos and colour, and it's not just for shock value – it's because being boldly memorable beats being forgettable every time.
Their "Taste the Rainbow" campaign perfectly shows this in action. We're talking beard rainbows, meat-flavoured candy mentions, and visuals that make you do a double-take. This isn't just advertising – it's a complete sensory experience that shows exactly what makes Skittles different.
Your Brand Voice Doesn't Need to Match Your Product
Here's something most businesses get wrong: they think their tone of voice has to directly relate to what they're selling. Skittles proves this isn't true. Their chaotic, colourful voice doesn't describe the sweets – it matches the brand's energy instead.
This approach helps them stand out and connect emotionally with their audience. They've created an identity that feels alive and engaging, way beyond the simple fruit sweets they actually sell.
For your business, this means you don't need to fear stepping away from the norm. If your brand's essence is quirky or offbeat, let your voice confidently show that, even if it means breaking traditional marketing rules.
Building Real Connections with the Right People
Skittles' chaotic, colourful approach does more than grab attention – it builds genuine loyalty with a specific audience. Their strategy particularly works with younger consumers who value creativity, humour, and brands that don't follow the crowd.
This emotional connection creates customers who feel understood and represented by the brand's personality. They're not just buying sweets – they're buying into an identity that speaks to them.
Pixelhaze Tip: Keep your brand's personality consistent across all campaigns. Even quirky consistency reinforces your brand's identity, making each customer interaction strengthen what you stand for.
FAQs
Why did Skittles choose a chaotic tone for their branding?
Skittles wanted to set themselves apart from traditional brands by offering something genuinely unique and memorable. In a market full of safe choices, chaos became their competitive advantage.
Does Skittles' unique voice actually impact customer loyalty?
Yes, absolutely. Their distinctive approach has built strong emotional bonds with customers, turning casual buyers into brand advocates who actively choose Skittles over competitors.
Does this strategy only work for specific audiences?
Skittles' vibrant, unconventional approach particularly resonates with younger audiences who prefer brands that embrace creativity and humour. However, the principle of authentic brand personality works across demographics – it's about finding your tribe.
Jargon Buster
Brand Personality: The unique character of your brand. Think of it as the human traits that define how your brand communicates and behaves.
Tone of Voice: How your brand uses language and style to express its personality and values to your audience.
Surreal Humour: Comedy that's outlandish, bizarre, or uses unexpected elements to provoke laughter or make people think.
What This Means for Your Brand
Skittles shows us that being different pays off when you commit to it completely. By consistently applying their chaotic, colourful personality across all marketing, they've not only stood out in a crowded market but built a loyal following.
If you're looking to carve out a unique space for your brand, Skittles demonstrates the power of matching your tone of voice with your brand energy, even when it challenges what everyone else is doing. The key is authenticity – your unique voice needs to genuinely reflect who you are as a brand, not just be different for the sake of it.
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