DDB and Skittles create "lime-a-geddon"

It’s not the worst of times, but the best of limes as Skittles has finally listened to pleas from customers over social media who begged for the return of the popular flavor after it was replaced with green-apple.

Welcome to “Lime-ageddon!”

I feel like I want to yell that like a Monster Truck announcer! In a social media campaign from DDB Chicago that launched June 29, the brand is introducing the fun concept of Lime-ageddon, which has created a staged rush on Walmart stores to stock up on the flavor for a limited time. And I thought the only panic at Walmart these days was caused by its constant stream of customers displaying “crack” while shopping for the latest t-shirts or fishing rods.

I digress.

The video, which is being seeded on Twitter and Facebook, features a flustered female reporter describing the insanity at Walmart stores as customers rush inside to gather packages of lime Skittles. She becomes more and more distracted and eventually gives in, dropping her mic and running inside to get hers. It’s fun video bursting with fun and energy and that’s why it’s RAW for this week.


“Passionate fans of The Rainbow have never forgotten 2013, when Skittles swapped its lime flavor for green apple to better harmonize the ‘Five Fruity Flavors’ across the globe,” Matt Montei, senior director of confections at Wrigley U.S., tells Marketing Daily. “We’re always looking for ways to surprise our brand fans, and through the launch of products like Starburst All Pink, we know just how important it is to listen to the calls of our consumers.”

Social fans have responded to the promotion positively as can be seen by some of the tweets below:

In addition to the video, the brand has been distributing special “Sur-Lime-Al” kits containing product, apparel and a map to a nearby Walmart, to Skittles fans and enthusiasts.

Over the past few months, Skittles has garnered attention with plans to offer a spicy version of its traditional candy, and changed all of its “rainbow” coloring to white during June in a nod to LBGT pride celebrations.

In the meantime, I will be rushing out to Walmart and stocking up on my own lime Skittles! “Get out of my way, I’m important!”


Client: Mars Wrigley — Skittles

Senior Marketing Director: Matt Montei

Senior Brand Manager, Skittles: Tim Conlin

Senior Associate Brand Manager, Skittles: Ashley Incarnato

Creative Agency: DDB Chicago

Chief Creative Officer, DDB North America: Ari Weiss

Chief Creative Officer, DDB Chicago: John Maxham

SVP Group Creative Director: Myra Nussbaum

Head of Design: Ryan Sievert

Art Director: Colleen Keesey

Art Director: Andrea Knowles

Copywriter: Mack Nielson

Copywriter: Lauren Riddoch

Graphic Designer: Caroline Fox

Chief Production Officer: Diane Jackson

Executive Producer: Debora den Iseger

Producer: Allison Magill

Production Manager: Scott Terry

Global Business Director: Richard Guest

Global Segment Lead: Eli Velez

Account Director: Erin Leahy

Account Supervisor: Jacqueline Hines

Account Executive: Katie Goold

Global Group Strategy Director: Josh Drueck

Strategy Director: Erin Wong

Production Company: ONE at Optimus

Director: Tim Mason

DP: Michael Ognisanti

EP / Managing Director: Lisa Masseur

Executive Producer: Jonah Mueller

Line Producer: Emma Jubinski

Editorial: Optimus

Editor: Dana Huiras

Assistant editor: Lindsay Rynne

Executive Producer: Jon Desir

Producer: Jenny MacDonald

Color: Nice Shoes

Colorist: Ron Sudul

Audio Post: The Studio, Chicago

Sound engineer(s): Nicholas Papaleo

Sound assistant: Cameron Aper

Audio Post Producer: Stacey Simcik

Have a spot or campaign for RAW? Please submit to colin@colincostello.ccom


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