{"id":17548,"date":"2023-11-29T13:42:18","date_gmt":"2023-11-29T17:42:18","guid":{"rendered":"https:\/\/illumin.com\/?p=17548"},"modified":"2025-01-30T06:05:56","modified_gmt":"2025-01-30T11:05:56","slug":"what-makes-this-ad-great-skittles","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/blog\/what-makes-this-ad-great-skittles\/","title":{"rendered":"What makes this ad great: Skittles &#8211; Beauty the Rainbow! Taste the Rainbow!"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">A great ad makes it easy to reach new audiences, increase engagement, and gain new customers. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">But what is it that makes an ad great? Skittles think they may have found the secret formula with their latest <\/span><i><span style=\"font-weight: 400;\">Taste the Rainbow<\/span><\/i><span style=\"font-weight: 400;\"> campaign.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This eye catching addition to the advertising campaign is a conversation starter that places the brand onside with customer interest and privacy. With user and customer privacy being such a prominent and important topic in current public discourse, this campaign is as topical as it is funny.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The combination of humor and engaging conversation make this ad stand out from the competition. Wanna hear more about the it? Go see it for yourself! Check out the Skittles commercial below:<\/span><\/p>\n<p><iframe title=\"SKITTLES 15&quot;- Beauty the Rainbow! Taste the Rainbow!\" width=\"800\" height=\"450\" src=\"https:\/\/www.youtube.com\/embed\/j1brCNC84uk?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/p>\n<h2><span style=\"font-weight: 400;\">Topical subjects garner engagement\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The Skittles commercial easily garners <\/span><a href=\"https:\/\/illumin.com\/insights\/blog\/audience-engagement\/\"><span style=\"font-weight: 400;\">audience engagement<\/span><\/a><span style=\"font-weight: 400;\"> with its subject matter and catchy visuals. By engaging the audience in a discussion about data privacy and illegal monitoring, it places Skittles firmly on the side of the consumer.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One of the reasons why audience engagement is crucial is the valuable insights it provides. By actively involving the audience, marketers gain a better understanding of their needs, preferences, and opinions. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This enables them to tailor future events or marketing campaigns to effectively meet the audience\u2019s expectations and deliver a personalized experience. This, in turn, leads to increased satisfaction, loyalty, and even advocacy.\u00a0<\/span><\/p>\n<p><a href=\"https:\/\/illumin.com\/insights\/blog\/effective-purpose-based-marketing-in-2023\/\"><span style=\"font-weight: 400;\">Purpose-based<\/span><\/a><span style=\"font-weight: 400;\"> ads can be effective at drawing in new audiences, not only do they draw attention to brand values, but they engage audiences in conversations \u2013 expanding brand awareness beyond the run-time. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This, in turn, creates a lot of brand recall to those consumers and to those who have seen the commercial as well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By connecting with audiences through topical content, Skittles builds ongoing, meaningful engagement.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Funny antics keep it light<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While the ad\u2019s subject matter could easily get a bit heavy for a candy commercial, the humor of it creates a light and happy mood.<\/span><\/p>\n<p><a href=\"https:\/\/www.forbes.com\/sites\/forbesbusinesscouncil\/2022\/12\/22\/being-funny-pays-off-lets-bring-humor-back-to-advertising\/?sh=653ca9b71261\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Juan Isaza<\/span><\/a><span style=\"font-weight: 400;\">, Vice-President of Strategy and Innovation at DDB Latina and the President of DDB Mexico, says that \u201chumor is perhaps the most powerful tool for brand building.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One 2022 study from Oracle found that <\/span><a href=\"https:\/\/www.oracle.com\/news\/announcement\/oracle-cx-happiness-research-study-2022-06-15\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">90%<\/span><\/a><span style=\"font-weight: 400;\"> of audience members are more likely to remember a commercial if it was funny. The same study also found that 48% of audience members said they didn&#8217;t \u201cfeel they had a relationship with a brand unless it made them smile or laugh.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By including humor in its commercial, Skittles is making a memorable connection with its audience that is sure to resonate over time.\u00a0\u00a0\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><span style=\"font-weight: 400;\">Attention advertising at its best\u00a0<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This campaign brilliantly grabs its audience\u2019s attention and relies on that attention to build brand awareness. This makes this campaign a great example of <\/span><a href=\"https:\/\/illumin.com\/insights\/guides\/attention-advertising\/\"><span style=\"font-weight: 400;\">attention advertising<\/span><\/a><span style=\"font-weight: 400;\">. Attention advertising refers to a shift away from traditional performance markers like reach and impressions, and towards markers like viewability.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Attention advertising relies on a volume of audiences having the opportunity to view an advertisement and creating a shareable advertisement, like this, is a great way to ensure it is seen by as many audiences as possible.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This kind of advertising gives marketers a more comprehensive picture of their target audience and lets them understand who is seeing their advertisements and how those advertisements are consumed. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, by focussing on engagement levels, marketers can better assess the effectiveness of their advertising campaigns.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With this campaign, Skittles effectively combines humor and topical commentary in order to get attention, create conversation, and build engagement with its audience. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">This campaign has the social impact necessary to garner awareness and put Skittles front and center in the minds of candy lovers everywhere.\u00a0<\/span><\/p>\n<p>Interested in learning more about our top picks for consumer campaigns? See more great ads from <a href=\"https:\/\/illumin.com\/insights\/blog\/what-makes-this-ad-great-adidas\/\">Adidas<\/a>, <a href=\"https:\/\/illumin.com\/insights\/blog\/what-makes-this-ad-great-gillette\/\">Gillette<\/a>, and <a href=\"https:\/\/illumin.com\/insights\/blog\/great-ad-unconscious-bias\/\">CPB London<\/a>.<\/p>\n<p>&nbsp;<\/p>\n<div class=\"micro-cta-wrap pos-relative\"><div class=\"micro-cta-main radius-24 flex pos-relative\"><div class=\"micro-cta-image\"><figure class=\"micro-cta-thumb object-fit pos-relative\"><img decoding=\"async\" src=\"https:\/\/illumin.com\/wp-content\/uploads\/2023\/03\/demo_CTA-2.png\" alt=\"micro-cta@2x\" title=\"\"><\/figure><\/div><div class=\"micro-cta-text pos-relative\"><span class=\"optional-text\">Made for marketers<\/span><div class=\"h3\">Learn how illumin can help make your ads great too<\/div><a href=\"https:\/\/illumin.com\/product\/request-a-demo\/\" class=\"button\">Book a demo<\/a><\/div><\/div><\/div>\n<p><span style=\"font-weight: 400;\">To see more from illumin, be sure to follow us on <\/span><a href=\"https:\/\/twitter.com\/illuminHQ\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Twitter <\/span><\/a><span style=\"font-weight: 400;\">and <\/span><a href=\"https:\/\/www.linkedin.com\/company\/illuminhq\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">LinkedIn<\/span><\/a><span style=\"font-weight: 400;\"> where we share interesting news and insights from the worlds of advertising tech and advertising.<\/span><\/p>\n<p><a class=\"twitter-follow-button\" href=\"https:\/\/twitter.com\/illuminHQ?ref_src=twsrc%5Etfw\" data-show-count=\"false\" target=\"_blank\" rel=\"noopener\">Follow @illuminHQ<\/a><script src=\"https:\/\/platform.twitter.com\/widgets.js\" async=\"\" charset=\"utf-8\"><\/script><\/p>\n<p><script src=\"\/\/platform.linkedin.com\/in.js\" type=\"text\/javascript\"> \u00a0 lang: en_US <\/script><script type=\"IN\/FollowCompany\" data-id=\"1189312\" data-counter=\"right\"><\/script><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A great ad makes it easy to reach new audiences, increase engagement, and gain new customers. But what is it that makes an ad great? Skittles think they may have found the secret formula with their latest Taste the Rainbow campaign.\u00a0 This eye catching addition to the advertising campaign is a conversation starter that places [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":17552,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[31,19],"tags":[155,154],"class_list":["post-17548","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-insights","tag-attention-advertising","tag-skittles"],"acf":[],"_links":{"self":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts\/17548","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/comments?post=17548"}],"version-history":[{"count":0,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts\/17548\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/media\/17552"}],"wp:attachment":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/media?parent=17548"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/categories?post=17548"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/tags?post=17548"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}