Skittles: AD Analysis

Advertising is a powerful tool that companies use to influence consumer behavior and create brand recognition. One such company that has been successful in creating memorable and impactful advertisements is Skittles. Skittles, a fruit-flavored candy brand, has produced a number of ads over the years that have left a lasting impression on audiences. This essay will analyze a specific Skittles ad and examine the various techniques used to appeal to consumers.

The ad that will be analyzed is the Skittles "Taste the Rainbow" commercial. This ad features a variety of colorful and whimsical visuals, along with a catchy jingle and a playful tone. The ad is designed to create a sense of joy and excitement around the product, while also highlighting the unique and vibrant flavors of Skittles. Through a close analysis of this ad, we can gain insight into the strategies that Skittles employs to connect with consumers and promote their brand.

Visual and Aesthetic Appeal

One of the most striking aspects of the "Taste the Rainbow" ad is its visual and aesthetic appeal. The ad is filled with bright, bold colors, and fantastical imagery that immediately grabs the viewer's attention. The use of vibrant colors is a deliberate choice, as it reflects the colorful nature of the product itself. According to a study published in the Journal of Consumer Psychology, the use of color in advertising can have a significant impact on consumer perception and behavior. Bright colors, such as those used in the Skittles ad, are often associated with positivity and excitement, which can create a favorable impression of the product in the minds of consumers.

Furthermore, the ad's aesthetic appeal extends beyond its use of color. The visuals are also whimsical and surreal, featuring elements such as talking animals and inanimate objects coming to life. This creates a sense of fantasy and playfulness that aligns with the brand's positioning as a fun and lighthearted treat. According to a study published in the Journal of Advertising, ads that evoke a sense of fantasy or escapism are more likely to be remembered by audiences, as they tap into the viewer's imagination and emotions.

Emotional Connection

In addition to its visual appeal, the "Taste the Rainbow" ad also seeks to establish an emotional connection with viewers. The ad's playful and whimsical tone is designed to evoke feelings of joy and nostalgia, tapping into the viewer's emotions in order to create a positive association with the brand. According to research published in the Journal of Marketing, emotional advertising is more effective at building brand loyalty and influencing purchasing decisions than purely informational or rational appeals.

One of the ways the ad creates an emotional connection is through its use of a catchy jingle. The jingle, which features the iconic "Taste the Rainbow" slogan, is simple and memorable, making it easy for viewers to recall the brand long after seeing the ad. According to a study published in the Journal of Consumer Research, music and jingles can be powerful tools in advertising, as they have the ability to evoke strong emotional responses and create lasting memories.

Brand Identity

Finally, the "Taste the Rainbow" ad serves to reinforce Skittles' brand identity and position the product in the minds of consumers. The ad emphasizes the unique and vibrant flavors of Skittles, while also highlighting the brand's association with fun and playfulness. This is important, as it helps to differentiate Skittles from other candy brands and solidify its place in the market.

According to a report published by Nielsen, consumers are more likely to purchase from brands that they perceive as being authentic and aligned with their values. By emphasizing its unique flavors and playful identity, Skittles is able to carve out a distinct position in the minds of consumers, making it more likely that they will choose Skittles over competing brands.

Conclusion

The Skittles "Taste the Rainbow" ad is a prime example of effective advertising that utilizes visual and aesthetic appeal, emotional connection, and brand identity to engage consumers and promote the product. By analyzing the various elements of this ad, we can gain a deeper understanding of the strategies that Skittles employs to connect with consumers and create a lasting impression. As a result, it is clear that the "Taste the Rainbow" ad has been successful in communicating the unique and vibrant nature of Skittles, while also creating a sense of joy and excitement around the brand.