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Skittles has relaunched its Web site, a year after the candy brand drew criticism for having its primary online venue reflect what was being said about the brand online.
The new Skittles.com tacks away from the social media transparency approach. Instead, it loads dozens of different content elements in an effort to evoke the Internet culture defined by sites like I Can Has Cheezburger, Failblog and Awkward Family Photos.
It invites visitors to “Taste the rainbow” by scrolling down to discover content ranging from an offbeat YouTube video to a picture of a clown in an astronaut suit.
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