![]() Starburst quickly capitalized on the discussion with a Little Lad Halloween costume and other activations tied to the 15-year-old commercial. Audio from an old TV ad for "Berries and Creme" Starburst went viral on TikTok last year, with users replicating the dance of a creepy Little Lad character from the spot. Other Mars Wrigley brands have leveraged social media trends as a springboard for creative ideas. ![]() "Green apple was your best flavor and you replaced it with lemon's ugly cousin," another user said. In May 2021, Skittles announced that it would be releasing an All Lime pack for the summer. Not to be dramatic, but many candy fans were not happy with the change. In 2013, however, the brand decided to replace the Lime flavor with Green Apple. "Im sorry but green apple is so much better," reads a top comment on the Instagram teaser for the Twitch presser. Skittles first introduced its Five Fruity Flavors in 1979, which included Lime as the green piece. However, green apple has also developed enough familiarity to have its own supporters. An article in Slate that ran around Halloween last year stated that Mars Wrigley had corrected a "grave error." The more substantial marketing push now could build on that buzz. ![]() Skittles' call to bring back lime has been largely well-received among fans and the media. The automaker Honda last week shared details on DreamLab, an experimental Twitch offering that centers on lifestyle content in an attempt to diversify past gaming and esports. Other marketers are trying to establish a stronger footprint on Twitch as livestreaming eats up more viewing time. Skittles currently has about 15,000 subscribers on the service. A recent stream titled "Skittles: The Return" focused on the popular multiplayer game Fortnite. Beyond serving as a mea culpa, the effort could be a way to drive interest and subscriptions to Skittles' Twitch page, where the brand has been more active of late. Skittles' apology tour activates several different media channels, including livestreaming, out-of-home and sports sponsorships. Lime had been a staple of the brand's Five Fruity Flavors since 1979 and officially reentered the rotation in October 2021. Skittles is adopting this anti-cancellation strategy to rebuild a bridge with the large number of people who were vocally dismayed at its decision to drop lime from its candies packs in 2013. Notes app apologies and emotional video confessionals have become a common tactic for celebrities and influencers looking to win back outraged fans in the social media age. ![]()
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