March 4, 2009
I personally find Skittles to be one of the most annoying candy creations ever, sort of like M&Ms on steroids. Ever put a handful into your mouth at once? Not exactly a rainbow sensation. But regardless, my personal preference is not really important here because I am sure there are millions of candy loving folks who adore those chewy treats in their myriad of colors and flavors, I like the sound they make in the bag.
Now take that first paragraph and split it up into 140 word little nuggets, post them on Twitter and... what?
The new Skittles web panel, floating navigation or whatever you want to call their lame excuse for a website is a clinic in a brand who did absolutely no strategic planning whatsoever on this new web site. The concept is idealistic and reckless.
Taking a brand and leaving it out there, in the guttah, for the audiences of Facebook, Twitter and Flickr to handle the creative, copy writing and reviews is suicide. Advertising is about persuasion, the art of seduction, getting people to BUY STUFF!
This method is like leaving your baby in a dumpster. Its like whoring out your sister. It is a complete cop out and frankly defies every rule in advertising.
Did no one think that exposing the Chatter section to Twitter wouldn't spark a rainbow of profanity?
Ever see a news report with some punks walking by in the background, they cant resist acting like idiots which almost always end us with a middle finger or some ridiculous pose that rolls evolution back 1000 years.
A brand needs a gate keeper, someone who is molding and moderating the message that is being put out there, the public cant be trusted to do this and frankly why would they?
So today marks the day Skittles pull down their Twittles (twitter) campaign, draped in curses, profanity, ridicule, recklessness and stupidity, the people have spoken!
Pepsi, Tropicana and now Skittles.
America has way too much brand drama, that's right I said it, brand drama! Now go pontificate on that term for a while.
Two friends and I were talking about all "this" last night and it occurred to me that the Jerry Springer Show we now call advertising has resorted to "Brand Drama" to sell things.
I said to my friend:
"How Peter Arnell handled the whole Pepsi logo leak and then the Tropicana debacle was brilliant not in just it's design but in it's essence, the buzz, the whole thing is foolish but unfortunately we live in a foolish society and Peter did his job, gave the people what they wanted.
Brands are now celebrity, Pepsi is Brittany, love her, hate her but never get enough of her...
We are a celebrity obsessed society and our creative tends to manifest that obsession, imagine, brand drama! The new way to sell.
Brand Drama - you heard it here first!"
The likes of David Ogilvy are now rolling in their graves...