The History of Skittles Candy - A Sweet Testament to Marketing Innovation

The History of Skittles Candy has come a long way since the 'Skittles Original' packages made their way to American shores. It has been about 30 years and the makers of the colorful candy brand continue to be innovative in their efforts to capture more sugar candy market share. Following the history of Skittles Candy sweets, their product development and their marketing reveal the marks of a great brand. And being ahead of the trend curve has been a policy with Mars Snackfood US brands, which is why they currently have two of the top five sugar brands.

The first campaign that led the Skittles Original brand invasion came under the theme 'Taste the Rainbow. Any one who has followed the History of Skittles Candy can tell you it was hugely successful. Who could ever doubt the authenticity or dare I say divinity of sweets whose colors perfectly match the magnificent aura of the rainbow.


Through out the history of Skittles sweets, staying on top is no doubt the intent of the company in keeping lock step with theme of 'taste the rainbow for almost 10-years. So, "why fix it if it's not broke?" Well, the sugary sands of public tastes shift over time. Teenagers that were polled thought that the earlier ads were too boring. So the producers experimented with other bylines that further engaged their largest consumer, the youth of America. The ad, 'Believe the Rainbow,' was thus born. The ever popular Skittles flavors, Tropical Skittles and Wild Berry Skittles, were released during this time around 1989 closely followed by Sour Skittles in 2000.

The pollsters also discovered that school age children were not only interested in Skittles Flavors for the fruit taste. They also liked them for the purpose of throwing them at friends, bouncing them as well or just plain making noise with them. The history of Skittles Candy further developed with this revelation and led to the hatching yet another campaign. This time it was 'Experience the Rainbow'

Being relevant to their fans is a mission with Mars, so in March 2009 the Company decided to jump on the social media band wagon and launched a new look to its internet presence - a web portal. From the Original Fruit Skittles and Tropical Skittles to the wildly popular Chocolate Skittles and Crazy Cores the sweets' creators continue to experiment and innovate with varied flavors to their products. After all when it comes to taste - 'the customer is always right'.

Other Skittles flavors and product innovations followed including Smoothie Mix, Ice Cream, Carnival, Double Sour, Mint and Extreme Fruit Gum-Skittles Gum. The most recent additions to the family are the Chocolate Skittles (Mix) and Skittles Crazy Cores.

The history of Skittles Candy is colorful indeed. A story that is rarely told has it that, the the first man to ever see a rainbow was actually popping sugary round tarts into his mouth as he watched the sun set off the stern of his ark-like ship. Whether that is fact or urban legend let's leave it to our imagination. As for the delightful fruit flavors of Skittle Candy you only have to buy a box and taste to see whether their story is real.

The History of Skittles Candy - A Sweet Testament to Marketing Innovation

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