Skittles. An Effie Best-of-the-Best Winner
On Strategy Showcase
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Reviving Lime: Skittles' Bold Comeback
This chapter examines the strategic decisions behind Skittles' revitalization of the beloved lime flavor following consumer outcry. It highlights the importance of authentic engagement with fans, effective brand apologies, and creative marketing that embraces risk. The discussion also emphasizes the role of social media and internal team alignment in executing a successful reintroduction campaign.
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