Taste The Rainbow – Skittles Slogan Explained!

Are you looking for a list of all Skittles slogans and the meaning of its latest slogan: Taste The Rainbow? If yes, this article is going to explain it to you in detail.

As an entrepreneur, I’m very interested in learning about the slogans of some successful companies like Skittles. Because it inspires me to use the same kind of marketing tactic in my own business.

So in the past week, I have studied a lot of materials about Skittles slogans. I’m going to share with you my findings of the slogans. You may find it very inspirational if you are a business student or business owner.

In this article about “Taste The Rainbow” and all other Skittles slogans, I’m going to cover the following topics:

History of Skittles Slogan 

Skittles were first introduced in the United Kingdom in 1974. It is believed that this popular candy was initially produced by an unknown British company 

It was not until 1979 that the popularity of Skittles made its way across the ocean to the United States. Three years after Skittles hit the market in the United States, the company began production here as well.

The candy has different colours and smells, which is why the slogan “taste the rainbow” is so popular 

This slogan was first proposed in 1994, which shows how far it has come without losing its popularity. The advertising agency that came up with this catchy slogan was D’Arcy Masius Benton & Bowles in New York. In addition to the slogan, the agency also designed skittles.

In 2009, the company used social media sites to market its brand to attract more customers. The use of the Internet and social media for marketing has been successful, as the company has a website and a strong presence on Facebook, Twitter and YouTube.

The company also used another thoughtful strategy to target other market segments in addition to social media and Internet campaigns. Skittles changed its ingredients to accommodate vegans and vegetarians. Most notably, the gelatin was made vegan. There are no longer any animal products in Skittles.

Skittles launched a limited-edition candy in 2016 that was all white 

Considering the slogan “taste the rainbow,” this may seem out of place. However, the Wrigley Company’s move was motivated by the gay rights movement 

In June of that year, the company began producing these candies in limited quantities to signal its support for same-sex marriage and its legalisation. During this time, June was designated LGBT Pride Month 

The company even added a statement on the packaging of these colourless Skittles. Since then, the company has regularly produced limited edition Skittles in June.

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What Does “Taste The Rainbow” Mean?

Skittles introduced the “Taste the Rainbow” concept in 2011 with a creative advertisement. As you watch the ad, you are prompted to touch the screen so a cat can lick your fingers. Later, the cat is replaced by a man dressed as a cat. This is enough to give you nightmares.

Skittles’ famous advertising slogan, “Taste the Rainbow,” invites consumers to experience a cross-sensory perception – to taste colours they would normally only see 

Advertising has often relied on this association to persuade consumers. Synesthesia, or “connected perception,” has been used to associate Skittles with seeing and tasting rainbow colours (as well as touching them) 

According to a 1999 study by Nelson and Hitchon, cross-sensory advertising is perceived as more pleasurable, more interesting, and better than literal advertising.

How Was The “Taste The Rainbow” Slogan Created?

The slogan “Taste The Rainbow” has been running since 1994 and is one of the longest running advertising campaigns in history 

This catchy slogan evokes many emotions when you hear it 

The slogan Taste The Rainbow was developed by the New York advertising agency D’Arcy Masius Benton & Bowles 

Another Skittles slogan is “Believe the rainbow.” This is a slight change, but the word rainbow remains as a common thread in Skittles’ slogans.

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How Did “Taste The Rainbow” Campaigns Work?

The success of the Taste the Rainbow campaign can be largely attributed to the absurd and even repulsive content of the ads 

In most Skittles commercials, the candy is placed in unlikely situations, such as alien abductions, or paired with strange characters, such as a half-human, half-sheep mongrel. But this absurdity and humour aren’t just coincidental 

It’s precisely because they’re so strange that they stick in people’s minds. Skittles are either a topic of conversation or they leave such strange images in our minds that we can’t help but think of them from time to time, which hopefully makes us want to buy the brand.

The slogan has been mentioned a few times before, but here’s what the long-running Taste the Rainbow campaign has done with it. In the early 2000s, Taste the Rainbow was already well-known, but the team working on the Skittles ads started changing the slogan to fit their advertising concepts.

When a Skittles tree grows out of a boy’s belly in a commercial, the tagline is changed to “Harvest the Rainbow, Taste the Rainbow” By making this change, the tagline better fits the outrageous theme of the advertisement 

While suggesting that the rainbow can also be harvested, the ad promotes the candy as something to be enjoyed, not just eaten. The tagline can also be reinterpreted in memorable ways, such as “Transplant the Rainbow” and “Believe the Rainbow”

Taste the Rainbow ads have been running on television for decades, mostly on channels aimed at children and teens, such as Nickelodeon and MTV. Skittles strategically places these absurd commercials on channels viewed by their target audience – an audience most likely to be receptive to the absurd nature of the commercials.

In my experience, I’ve also seen the slogans and themes of this campaign translated into magazine ads, billboards, online banners, and more 

Because this campaign has become so ubiquitous, Skittles can use the campaign in other media that can only relate to the absurd Skittles situations, but with the same impact as the TV ads.

Why Is the Business Slogan Important For Skittles?

Slogans are often used in advertising because they are short and catchy. A catchy slogan can draw attention to a brand or product 

Slogans have been around for a long time, but today they are ubiquitous and used by many different brands 

Slogans should highlight the benefits of a product. Memorable slogans also improve a brand’s image 

It is generally believed that a phrase with meaning resonates more with customers than a brand’s name alone, as a good slogan is more than just an assurance, but also explains what the brand stands for.

In marketing, slogans are important for the following reasons:

Brand positioning and recognition

A distinctive logo, a catchy slogan and the brand name define the identity of a company 

Therefore, a memorable and catchy slogan will help your brand become more recognised. The position of your brand in the market will depend on the tone and language of your slogan.

Building better customer relationships

Throughout history, slogans have served as a link between a company and its customers.

The use of slogans in advertising helps the audience remember the brand, which leads to a positive attitude towards it.

Stand out from the crowd

It is important that a brand’s tagline is distinctive. This is how you can stand out from the crowd 

Your brand can be identified without having to mention the product or brand name when you mention the slogan.

Make your product more popular

A slogan can not only tell the audience something about the product, but also inform them about its benefits 

Slogans describe how people see a product. You can use a slogan as a marketing strategy to increase the appeal of your product.

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Final Words: Skittles Slogan

Despite the fact that the Taste the Rainbow campaign has been running for nearly two decades, we wonder what the discussions were like among the marketers who ran the first ads 

The company must have thought it was a risk to show its product, a delicious sweet, in such strange and sometimes even disgusting situations. The brand could have lost customers if the idea had not been as well received as it was by associating the candy with the bizarre concepts in the TV ads.

Proof of the impact of shock value is the successful Taste the Rainbow campaign, which has lasted for decades 

When it comes to marketing your product or brand, a less straightforward approach may not be as effective as a creative approach that has unexpected implications.

To grab your audience’s attention with your next ad, keep pushing your product.

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Taste The Rainbow - Skittles’s Slogan

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