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CHICAGO Masterfoods USA will take the Skittles multisensory message into the bubble gum category with a $7 million push continuing the tag, “Experience the rainbow.”
The campaign, via TBWA\Chiat\Day, New York, includes television, print, radio and Internet components. Two TV spots will debut this week urging consumers to “Chew the rainbow” and “Inflate the rainbow.” The first ad shows lumberjacks gnawing the bark off trees. A comrade arrives, saying, “We can chew this. It’s got five flavors.”
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