More than 130,000 people who have complained about the lack of lime flavored skittles since 2013 when they removed in favor of green apple. Skittles returned sour lime to the assortment in 2021 and now they are taking their marketing efforts on an apology tour to make people aware that their favorite flavor is back! Lime SKITTLES are back. From Skittles Instagram: "Tune in to SKITTLES Twitch on 3/29 to watch this guy we hired apologize to every single person who complained."
From Marketing Dive:
- Skittles is kicking off an apology tour targeted at consumers frustrated by the brand's decision to nix its lime-flavored candies in favor of green apple in 2013, per details shared in an email with Marketing Dive. Lime returned as a permanent offering last fall.
- To win back lime fans who remain sour about the move, Skittles is hosting a Twitch livestreamed "press conference" on March 29 at 6 p.m. EST. A teaser video on Instagram shows a man in a business suit rehearsing an emphatic apology, with text overlay noting that more than 130,000 people complained online about the Mars Wrigley brand's decision to ditch lime nine years ago.
- On March 29, Skittles will also take its mea culpa to a billboard in the center of Times Square. Additionally, NASCAR driver Kyle Busch's vehicle will sport Skittles Lime is Back assets for the Cup Series Race from March 25-27, extending the reach of the message to the sports arena.