Nine years ago, Skittles took away its Lime flavour, which upset a lot of Skittles fans. To finally re-launch Lime, DDB Chicago decided to use something unusual for a brand: all of the online anger and hate directed at the brand. Skittles apologised to all 138,880 people who complained – individually. The brand offered personal apologies live on Twitch, on Twitter, in Times Square, and with a post listing every single personal it had wronged, which took over ten hours to read. And it wasn’t just an empty apology. The brand sent everyone free Lime Skittles, re-launching Lime Skittles with the most absurdly personal corporate apology ever.
Credits
Agency Network DDB
Holding Company Omnicom Group
Production Company Picrow, Los Angeles
Advertiser Brand Mars Wrigley, Skittles, Chicago
Advertising Agency DDB Chicago, Chicago
Entrant Company DDB Chicago, Chicago
Advertising Agency (Additional) DDB New York, New York
Post Production Company WhiteHouse Post, New York
Production Company (additional) Carbon, Chicago
Production Company (additional) The Works, Chicago
Chief Creative Officer Ari Weiss / DDB Worldwide
Chief Creative Officer Rodrigo Jatene / DDB Chicago
Executive Creative Director Colin Selikow / DDB Chicago
Group Creative Director Ross Saunders / DDB New York
Group Creative Director Paulo Junger / DDB New York
Head of Production Matt Blitz / DDB Chicago
Executive Producer Annie Larimer / DDB Chicago
Senior Producer Alethya Luiselli / DDB Chicago
Producer Madison Amalfitano / DDB Chicago
Chief Executive Officer Andrea Diquez / DDB Chicago
Global Business Director Varsha Kaura / DDB Worldwide
Global Segment Lead Frances Gaillard / DDB Chicago
Global Brand Lead Jasmine Jabbour / DDB Chicago
Global Operations Director Eli Velez / DDB Worldwide
Global Deployment Director Amanda Krause / DDB Chicago
Business Manager Kathy Cosgrove / DDB Chicago
Account Supervisor Vivien Marafko / DDB Chicago
Project Manager Buky Ogunleye / DDB Chicago
Chief Strategy Officer Milo Chao / DDB Chicago
Global Strategy Director Josh Drueck / DDB Chicago
Global Head of Brand Content and Media Rankin Carroll / Mars Wrigley
Senior VP, Brand & Content Marissa Beck / Mars Wrigley, North America
Senior Manager, Brand & Content Chanel Gant / Mars Wrigley, North America
Chief Marketing Officer Sarah Long / Mars Wrigley, North America
VP of Marketing, US Fruit Snacks Portfolio Justin Hollyn-Taub / Mars Wrigley, North America
Senior Manager, Skittles Fernando Rodrigues / Mars Wrigley, North America
Senior Associate Brand Manager, Skittles Danielle Dos Santos / Mars Wrigley, North America
Manager, Brand & Content Chris Bendeck / Mars Wrigley, North America
Director Fatal Farm / Picrow
Director of Photography Jeff Powers / Picrow
Executive Producer Dal Wolf / Picrow
Executive Producer Anthony Ficalora / Picrow
Line Producer Peter Sprouse / Picrow
Editor Matt Badger / WhiteHouse Post
Assitant Editor Tara O’Sullivan / WhiteHouse Post
Executive Producer Kristin Angeletti / WhiteHouse Post
Producer Ryan Smith / WhiteHouse Post
2D Lead Julio Leon / Carbon VFX
VFX Producer Kate Smith / Carbon FVX
VFX Executive Producer Gretchen Praeger / Carbon VFX
Colorist Bree Bracket / Carbon VFX
Color Producer Laurie Adrianopoli / Carbon VFX
Color Producer Dan Butler / Carbon VFX
Color Assistant Zoe Rain Lambert / Carbon VFX
Sound Design & Mix David Axelbaum / The Works
Studio Manager Tommy Lombardi / The Works
Studio Manager Tom Syoen / The Works
Head of Studio Brian Winterton / The Works
