SKITTLES APOLOGY CASESTUDY

Back in 2013, Skittles did something that seemed pretty unremarkable - they replaced Lime Skittles with Green Apple. That decision immediately incited a massive consumer complaint campaign that raged uninterrupted for nine straight years. So when Skittles finally decided to bring back lime in 2022, we knew we couldn’t just sweep all that anger under the rug. Instead, we chose to apologize to our critics in the most un-corporate way we could think of... Individually.