If you are looking to be inspired, to see our

brand belief in action and our tone of voice

brought to life, if you want to be motivated
to create your own works of art, then this
is the brand book for you.
Read it aloud, absorb it alone, and discuss
it as a group. Let it stimulate conversation
and provoke creative excellence, for this
is a truly excellent creative brand and it is
worth a whole book to make that point.
 Life can be predictable and boring.
Colors fade. Butterflies die.
Darkness falls, especially at night.
Everyday life can feel like ordinary on repeat.
Like ordinary on repeat.
Ordinary on repeat.
Stuff that.
Stuff it with Skittles.
Let’s lighten things up.
Life is fun.
We just have to choose to see it that way.
Grab reality. Grab everyday life.
Poke holes in it.
Stick your fingers in.
Push the funny bits to the surface.
Life is an amazing source of entertainment.
Let’s enjoy it, share it, color it.
We’re imaginative.
We’re entertaining.
We are Skittles.

STRICTLY CONFIDENTIAL 5
 1: FIGHT FOR FUNNY
2: DON’T GET STUCK
3: OPEN YOUR EYES
4: ENJOY YOUR FLAWS
5: CHOOSE HAPPY
6: REJECT LONELY
7: BE BRAVE
8: DO NO HARM

STRICTLY CONFIDENTIAL 7
 4: ENJOY YOUR FLAWS
Find your funny bits, point out your own
quirks so that others can appreciate theirs.

5: CHOOSE HAPPY
When there is one happy person in the
1: FIGHT FOR FUNNY room, the whole room becomes happy.
Create a world where people laugh more,
where we embrace life’s oddities, where 6: REJECT LONELY
funny has more value than beauty. Lonely sucks. Share the jokes we can
all enjoy together.
2: DON’T GET STUCK
If you take life for granted you can get 7: BE BRAVE
stuck, drift and fall into boring routines. Be daring. Can you feel your heart race
and your hair stand on end?
3: OPEN YOUR EYES
It’s easy to miss the good stuff by being 8: DO NO HARM
too busy, too lazy, too grown up. Do I need to say more?

STRICTLY CONFIDENTIAL 9
1: FIGHT FOR FUNNY

Create a world where people

I got a humidifier and a dehumidifier... I put them in the same room and let them fight it out.
laugh more, where we embrace
life’s oddities, where funny has
more value than beauty.

STRICTLY CONFIDENTIAL 13
1: FIGHT FOR FUNNY

STRICTLY CONFIDENTIAL 15
1: FIGHT FOR FUNNY

STRICTLY CONFIDENTIAL 17
1: FIGHT FOR FUNNY

STRICTLY CONFIDENTIAL this is not the funny side this is the funny side 19
1: FIGHT FOR FUNNY

STRICTLY CONFIDENTIAL 21
2: DON’T GET STUCK

If you take life for granted

you can get stuck, drift and
fall into boring routines.

STRICTLY CONFIDENTIAL 25
2: DON’T GET STUCK

STRICTLY CONFIDENTIAL 27
2: DON’T GET STUCK

There is imagination at play here, a picking up

of scenarios that seem familiar and recasting
them in unique and unfamiliar ways. We can
never help the smile that spreads across our
face as we see things turned on their side,
upside down and on their head...or you know
...stuck in a couch.

STRICTLY CONFIDENTIAL 29
2: DON’T GET STUCK

STRICTLY CONFIDENTIAL 31
or you’ll miss the good stuff
3: OPEN YOUR EYES

It’s easy to miss the good

stuff by being too busy,
too lazy, too grown up.

STRICTLY CONFIDENTIAL 21+19-5

3: OPEN YOUR EYES

Wouldn’t it feel liberating to leave your

mind wide open and see that the world
around you is full of double-takes just
waiting there for you to enjoy?
Maybe you’d start to realize just how
interesting your world actually is...
maybe you’d start to see how much
there is to laugh about.

STRICTLY CONFIDENTIAL 37
3: OPEN YOUR EYES

STRICTLY CONFIDENTIAL 39
3: OPEN YOUR EYES

It’s amazing how different things look when

you stop to think about them instead of
hurrying past. You see the unusual in the
usual, you start to realize that all these
things you thought made perfect sense
are perhaps a little odd.

STRICTLY CONFIDENTIAL 41
4: ENJOY YOUR FLAWS

STRICTLY CONFIDENTIAL 45
4: ENJOY YOUR FLAWS

Find your funny bits, point

out your own quirks so that
others can appreciate theirs.

STRICTLY CONFIDENTIAL 47
4: ENJOY YOUR FLAWS

STRICTLY CONFIDENTIAL 49
4: ENJOY YOUR FLAWS

It’s fun to throw up the odd uncomfortable

truth and then laugh along as we recognize
something about ourselves. Because we all
have quirks; let’s just admit it and enjoy it.
Let’s take a little pressure off this need to
live the ideal life.

STRICTLY CONFIDENTIAL 51
INTERMISSION
LET’S TAKE A MOMENT
5: CHOOSE HAPPY

When there is one happy

person in the room, the
whole room becomes happy.

STRICTLY CONFIDENTIAL 57
5: CHOOSE HAPPY

STRICTLY CONFIDENTIAL 59
5: CHOOSE HAPPY

Happiness is contagious

STRICTLY CONFIDENTIAL 61
5: CHOOSE HAPPY

STRICTLY CONFIDENTIAL 63
6: REJECT LONELY

Lonely sucks.
Share the jokes we can
all enjoy together.

STRICTLY CONFIDENTIAL 67
6: REJECT LONELY

STRICTLY CONFIDENTIAL 69
6: REJECT LONELY

STRICTLY CONFIDENTIAL 71
6: REJECT LONELY
Spot the difference

STRICTLY CONFIDENTIAL 73
7: BE BRAVE

Be daring.
Can you feel your heart race
and your hair stand on end?

STRICTLY CONFIDENTIAL page seventy nine

7: BE BRAVE
A lot of people are afraid of heights. Not me, I’m afraid of widths.

STRICTLY CONFIDENTIAL 79
7: BE BRAVE

Try moving out towards the edge, because

it’s at the edge that things start to get that
bit more interesting. The rules are less clearly
defined and more easily broken. There is a
little bit of risk, of course there is. Sparks
come when things rub against each other
and that’s when you see how much more
entertaining every day life can be when you
embrace its quirks and differences.

STRICTLY CONFIDENTIAL 81
7: BE BRAVE

STRICTLY CONFIDENTIAL 83
8: DO NO HARM

Do I need to say more?

STRICTLY CONFIDENTIAL 87
8: DO NO HARM

STRICTLY CONFIDENTIAL 89
Color me.
You know you want to.
8: DO NO HARM

STRICTLY CONFIDENTIAL 93
BRAND COMPASS
BRAND BELIEF:
Everyday is a surprisingly endless
source of entertainment.
UNIVERSAL HUMAN NEED:
The feeling of inclusion a shared
joke brings.
CATEGORY CONTEXT:
A welcome disruption to my day.
ARCHETYPE:
Jester: Imaginative Entertainer.
STRICTLY CONFIDENTIAL
DISTINCTIVE ASSETS:
Skittles brand mark, upside down
rainbow, lentils, tag line.*
BORROWED MEMORY STRUCTURES:
A Twist on Something Ordinary
Comedy value created by the setup of
a universally relatable scenario that’s
disturbed, flipped or transformed in
some ridiculous but entertaining way.
BRAND BENEFIT:
Lighten things up by poking holes
in the reality of everyday life.
*For full details of my DMS please see the Look, Tone & Feel guidlines.
99
BRAND STORY
WE KNOW:
People love the feeling of inclusion
that the joy of a shared joke brings;
in the way it liberates them from
the mundane and gives them the
freedom to see things differently.
WE UNDERSTAND:
The more predictable things are,
the more boring life becomes.
STRICTLY CONFIDENTIAL
WHICH IS WHY:
Skittles lightens things up by
poking holes in the reality of
everyday life, because we believe
life is a surprisingly endless source
of entertainment.
101
SKITTLES CHECKLIST

DO THIS DON’T DO THIS

Ground our fun in a relatable reality. Don’t fall into fantasy or being weird.

Use Skittles as the hook to hang Skittles doesn’t play the cameo role
our humor on. in the performance.

Twist the ordinary, just once, Don’t twist so far round that we end
so you don’t break it. up somewhere surreal.

Be clever, thought provoking and funny. Don’t be obvious, negative or slap stick.

A change of tone from interesting to positive. Don’t be cute, or childish.

Laugh with people, not at people. Don’t be mean, dark, or scary.

STRICTLY CONFIDENTIAL 103

* this page has been left blank for your imagination
 NOTICE OF CONFIDENTIALITY
This document and the information contained in it are confidential
and the property of Wm. Wrigley Jr. Company or its affiliates.
They may not in any way be disclosed, copied or used by anyone except
as expressly authorised by Wm. Wrigley Jr. Company or its affiliates.
© 2015. All rights Reserved. Skittles and all affiliated designs are trademarks
of the Wm. Wrigley Jr. Company or its affiliates.
Version 1 - Printed June 2015