Skittles Tone of Voice — Surreal & Bold

Tagline: "Taste The Rainbow"

Industry: Confectionery

Sector: Food & Beverage

How Skittles Communicates

Skittles built a whole aesthetic on cheerful weirdness. "Taste The Rainbow" ties colourful candy to surreal, absurd advertising that revels in the strange — surreal, bold, playful. The voice is surreal and offbeat, selling sweets through a deliberately bizarre, rainbow-soaked sense of humour.

Tone Words

Skittles's brand voice is defined by the following tone words: Surreal, Bold.

Communication Style

Language Style: Surreal
Sentence Type: Command
Tense: Present
Expression: Imaginative

Skittles Brand Story

Skittles embraced absurdist humor to stand out in the candy aisle. The weird, memorable advertising matches the colorful, fruity experience of the candy itself.

Brand Message

Absurdly colorful flavor experience

Brand Mission

Make candy unexpectedly fun

Brand Positioning

Core Concept: Rainbow Flavor

Central Tension: Normal vs. Absurd

About Skittles

Skittles are multicolored fruit-flavored lentil-shaped candies produced and marketed by the Wrigley Company, a division of Mars Inc. Skittles consist of hard sugar shells imprinted with the letter 'S' in lowercase, similar to M&M's which have the letter 'M'. The interior consists mainly of sugar, corn syrup, and hydrogenated palm kernel oil along with fruit juice, citric acid, and natural and artificial flavors. Skittles are sold in a variety of flavor collections, such as Tropical, Wild Berry, Smoothie, and Sour.

Frequently Asked Questions About Skittles

What is Skittles's tone of voice?

Skittles uses a surreal, bold tone of voice. Their communication is surreal, typically using command-style sentences in the present tense. Their tagline "Taste The Rainbow" exemplifies this voice.

How does Skittles communicate with customers?

Skittles embraced absurdist humor to stand out in the candy aisle. The weird, memorable advertising matches the colorful, fruity experience of the candy itself.

What is Skittles's brand message?

Skittles's core message: Absurdly colorful flavor experience Their mission: Make candy unexpectedly fun

What is Skittles's slogan?

Skittles's slogan is "Taste The Rainbow". It carries their surreal, bold voice.

What is Skittles's mission?

Skittles's mission: Make candy unexpectedly fun

What makes Skittles's brand voice unique?

Skittles stands out through their surreal, bold communication style. Their central brand tension, "Normal vs. Absurd", shapes how they communicate across the Food & Beverage sector.

What language style does Skittles use?

Skittles uses surreal language, with imaginative messaging, in command-style sentences, using the present tense.