I absolutely love this.
Skittles has been one of the most consistently interesting advertisers of the last 5 years or so.
And now someone has sent me this link to their brand book. It is awesome, and slightly… no, completely crazy. You can see exactly why they do what they do. I love their description of the Average Skittles Consumer. Hardly average.
We always talk about how challengers understand themselves and their own offering innately. They broadcast a challenger lighthouse identity at all times. Skittles just goes to show what you can do when you know what that identity is.