TBWA\C\D Redefines Skittles' Rainbow Theme

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NEW YORK Skittles next week will begin a campaign that replaces its 10-year tagline, “Taste the rainbow,” with spots by TBWA\Chiat\Day urging consumers to “experience” the rainbow in different ways.

The three TV spots are the first work by the shop for the Masterfoods’ brand since the estimated $20-25 million account moved from BBDO in New York in January. One shows a man in a condor’s nest who is fed Skittles by the bird. Onscreen copy proclaims, “See the rainbow.”

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