Skittles: Touch the rainbow

The rise of touch-screen technology inspired Skittles so much that they wanted to give consumers the ability to touch something they never had before: “The Rainbow.”

However, to do that, we didn’t have to invent any new technology.

Instead, we decided to create the world’s first “non-technological touch technology.” Or, put another way, we asked people to touch their computer screens and watch as their finger played a starring role in five humor-packed online commercials.

By giving people a new way to interact with an already interactive medium, the videos topped viral video charts across the world and created a tremendous amount of buzz across the social media universe. Eventually, the campaign garnered over 60 million free impressions and helped Skittles’ market share catapult 39% in four weeks. Touching the rainbow never felt so good.