Taste the Rainbow: Iconic Old Skittles Commercials

Remember the days when a simple candy could spark a revolution in advertising? Skittles, the vibrant, fruit-flavored chewy spheres, have a storied history of commercials that are as bold and colorful as the candy itself. From the absurd to the downright bizarre, these advertisements have cemented Skittles' place in pop culture. Let's take a nostalgic trip down memory lane and revisit some of the most memorable old Skittles commercial campaigns that made us laugh, scratch our heads, and always, always crave the rainbow.

The Skittles "Taste the Rainbow" Legacy

The "Taste the Rainbow" slogan itself is a stroke of advertising genius. It’s simple, evocative, and perfectly captures the sensory experience of eating Skittles. But the commercials that brought this slogan to life were anything but simple. They pushed boundaries, embraced surrealism, and often left viewers wondering, "What did I just watch?" Yet, that's precisely why they worked. They were unforgettable.

The brand understood that in a crowded market, standing out was paramount. Instead of relying on typical product-focused advertising, Skittles opted for a narrative-driven, often character-based approach that prioritized humor and shock value. This strategy resonated with a generation that was growing tired of predictable advertising tropes.

Early Innovations and the Birth of Absurdity

While the "Taste the Rainbow" era is what most people recall, Skittles' advertising journey began with a slightly more conventional, yet still playful, approach. However, it was the shift towards the surreal that truly defined the brand's advertising identity.

One of the earliest and most impactful campaigns to truly embody the "Taste the Rainbow" spirit was the "Skittles Pox" commercial. This ad depicted a young boy covered in Skittles, which his mother explained was "Skittles Pox." The cure? Eating the Skittles off his body. It was gross, funny, and undeniably memorable. This ad set the tone for what was to come: a willingness to explore the unconventional and the slightly disturbing, all in good fun.

This approach wasn't just about being weird for the sake of it. It was about creating a unique brand personality. Skittles became the candy that wasn't afraid to be different, the candy that embraced the unexpected. This resonated with a younger demographic that valued authenticity and a rejection of the mainstream.

Iconic Old Skittles Commercials That Defined a Generation

The late 2000s and early 2010s were a golden age for old Skittles commercial creativity. The agency DDB Chicago was instrumental in crafting many of these unforgettable spots. They understood that to capture attention, they needed to be audacious.

The Skittles Pox (2006)

As mentioned, this commercial was a game-changer. The visual of a boy covered in Skittles, with his mother calmly advising him to eat them off, was a perfect blend of the mundane and the bizarre. It sparked conversations and cemented Skittles as a brand that wasn't afraid to be a little bit gross, a little bit weird, and a whole lot of fun. The sheer audacity of the concept made it impossible to ignore.

The Skittles Sidewalk (2008)

This commercial featured a man who could apparently spit Skittles. When asked by his friend how he did it, he explained that he ate a rainbow, and the Skittles came out. The friend, eager to replicate this feat, then proceeded to eat an entire rainbow, which, in a darkly humorous twist, resulted in him exploding into a shower of Skittles. The visual of the man being covered in Skittles from head to toe, only to be obliterated by his own consumption, was a masterclass in dark comedy. It was a stark reminder that sometimes, the pursuit of the extraordinary can have unexpected consequences.

The Skittles Touch (2008)

In this ad, a man discovers he has the ability to turn things into Skittles with his touch. He touches a pigeon, and it becomes a pile of Skittles. He touches a man's head, and it turns into a Skittle. The man's reaction is one of mild inconvenience rather than terror, which only adds to the absurdity. The ad culminates with him touching his own hand, turning it into Skittles, and then eating it. This commercial played on the idea of desire – the desire for Skittles is so strong that it can manifest in surreal ways.

The Skittles Machine (2008)

This commercial presented a more fantastical scenario. A man finds a machine that dispenses Skittles. He inserts his thumb into the machine, and it dispenses Skittles. The man’s thumb then becomes a Skittle, which he proceeds to eat. The nonchalant way the man reacts to losing his thumb, and the sheer desire for Skittles that drives him, highlights the brand's commitment to pushing the envelope. It’s a commentary on addiction, perhaps, but framed through the lens of candy.

The Skittles Beard (2011)

This ad featured a man with a beard made entirely of Skittles. His girlfriend, finding this arrangement unsatisfactory, attempts to pull the Skittles out. The man, clearly distressed, pleads with her not to. The visual of a beard composed of colorful candy was striking and inherently humorous. It posed the question: what if our most mundane features could be transformed into something delightful?

The Skittles Commercial: "The Promise" (2011)

This commercial took a more emotional, albeit still bizarre, turn. A man is on his deathbed, surrounded by his family. He confesses a secret: he ate a Skittle that belonged to his son. The family is devastated. The son, however, forgives him, stating, "It's okay, Dad. You can have my Skittles." The emotional weight given to a single Skittle was hilariously disproportionate, showcasing Skittles' ability to imbue their product with an almost mythical significance.

The Art of the Absurd: Why Skittles Ads Worked

What was the secret sauce behind these wildly successful old Skittles commercial campaigns? It was a combination of factors:

• Embracing the Weird: Skittles didn't shy away from the bizarre. They leaned into it, creating a brand identity that was synonymous with the unexpected. This made them stand out in a sea of conventional advertising.
• Surreal Storytelling: Their commercials often told mini-stories with a surreal twist. This narrative approach engaged viewers on a deeper level than simple product demonstrations.
• Dark Humor: Many of the ads incorporated dark or slightly unsettling humor. This edgy approach appealed to a demographic that appreciated a more sophisticated, albeit unconventional, sense of comedy.
• Focus on Emotion (Even if Absurd): While the scenarios were outlandish, they often tapped into relatable emotions like desire, regret, or familial love, albeit in a highly exaggerated way.
• Memorable Visuals: The imagery in Skittles commercials was always striking and unique. Whether it was a man exploding into candy or a beard made of Skittles, these visuals stuck with viewers.
• The "What If" Factor: Many ads posed a "what if" scenario – what if you could turn things into Skittles? What if you had a beard made of Skittles? This imaginative approach invited viewers to engage with the product on a more creative level.

The brilliance of these campaigns lay in their ability to create a cult following. People didn't just see Skittles commercials; they experienced them. They talked about them, debated them, and shared them. This organic buzz was invaluable for brand recognition and loyalty.

The Impact of Skittles Advertising on Pop Culture

The influence of these old Skittles commercial campaigns extends far beyond just selling candy. They became cultural touchstones, referenced in other media and discussed by critics and consumers alike.

• Redefining Brand Personality: Skittles demonstrated how a brand could cultivate a distinct and memorable personality through advertising. Their quirky, offbeat persona became as recognizable as the candy itself.
• Inspiring Other Brands: The success of Skittles' unconventional approach encouraged other brands to experiment with more creative and daring advertising strategies.
• Viral Marketing Precursors: In many ways, Skittles commercials were early examples of viral marketing. Their inherent shareability and talkability meant that people actively sought them out and spread them online, long before social media was as dominant as it is today.
• A Testament to Creative Freedom: The campaigns were a testament to the power of creative freedom in advertising. When given the space to be bold and original, agencies can produce work that truly resonates with audiences.

It’s fascinating to consider how these ads, often pushing the boundaries of good taste and conventional marketing, managed to achieve such widespread appeal. The key was that they never took themselves too seriously. The absurdity was always in service of the product, highlighting the fun and playful nature of Skittles.

The Enduring Appeal of Nostalgia

Even today, years after many of these commercials first aired, they continue to be celebrated. The internet is awash with compilations and discussions of the best old Skittles commercial spots. This enduring appeal speaks to the power of truly creative and impactful advertising.

While Skittles continues to evolve its advertising, the legacy of these classic campaigns remains. They represent a time when advertising was less about direct selling and more about creating an experience, a feeling, and a connection with the audience. They proved that sometimes, the most effective way to sell a product is to make people laugh, think, and perhaps even feel a little bit uncomfortable.

The next time you unwrap a pack of Skittles, take a moment to appreciate the journey this candy has taken in the world of advertising. From the simple slogan "Taste the Rainbow" to the most outlandish and hilarious commercials, Skittles has consistently delivered a unique and unforgettable brand experience. They taught us that advertising, like candy, can be a source of pure, unadulterated joy, even when it’s a little bit weird.

The impact of these commercials is undeniable. They weren't just ads; they were cultural moments. They sparked conversations, generated memes before memes were a thing, and cemented Skittles as more than just a candy – it became an icon. The brand's willingness to embrace the absurd and the unexpected is what made it so beloved.

Ultimately, the success of these old Skittles commercial campaigns lies in their ability to connect with consumers on an emotional level, even through the most bizarre of narratives. They tapped into a sense of playful rebellion and a desire for something different, something that broke the mold. And that, perhaps, is the true magic of the rainbow.