The Lead

However, many would disagree with my love for this campaign. I say this based on comments like this one I found on the #skittles Twitter feed: "sure, neat idea; but, no, i do not want any skittles. what is the target demographic? i foresee more new twitter traffic than candy sales." I've also seen questions about whether or not Skittles should be worried about all the negative comments being posted.

To the haters I say, think outside the bag. Let's quit referring to people as "targets." We're not hunting. Social media is about letting people get to know your brand. That involves a real dialog and an appreciation for people's opinions. Skittles didn't launch this campaign with the expectation that you'll drop everything to go buy their product. They're throwing open the doors and saying come on in and let's socialize. Some consumers will express their skittlation. Others will be frustrated. We always say the conversation about you will go on with or without you. Inviting comment is better than dealing with it later in what we call "whack-a-mole public relations." Today, Skittles is tasting all flavors of the social media rainbow. Bravo.