The Skittles Touch

Sure, in theory, having the Midas Touch would be great…but everyone knows you cannot pick and choose what turns to gold. So, having everything turn to gold, or Skittles, would most likely make me as depressed as this man in the Skittles commercial I found, thanks to AdRants. This commercial is creative and well done, but I’m not sure if it makes me want to buy Skittles. I know it makes me feel sorry for that poor man. Just the tone in his voice tells the story. After showing a fellow Mighty Interactive employee, who also thought it was depressing, it made me think about what they were going for strategically when they created this commercial. Sure, it shows the product all over the place, but does it really sell the product, or does it just make you associate Skittles with being sad?

After digging a little deeper and finding the commercial again on YouTube, I noticed that there have been 153,000 views in a little over two weeks. And with other Skittles commercials on YouTube, such as the Singing Bunny, Skittles Long Beard, and even a plethora of copycats out there with their own versions and sequels to the original commercials, this shows me that at least the Skittles advertising is effective at drawing attention to the brand.

About the Author: Ellen Stevens

As the Search Media Manager for Off Madison Ave’s interactive division, Mighty Interactive, Ellen develops and manages strategic online paid search and Search Engine Optimization (SEO) campaigns for clients of all sizes. She is also the head of the internship program at Off Madison Ave. Ellen uses her previous agency internship experience to be an effective mentor and help the students develop skills they will need professionally after graduation. Ellen graduated from the W.P. Carey School of Business at Arizona State University with a bachelor’s degree in marketing and a certificate in international business.

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