Skittles

The world’s longest corporate apology

DDB Chicago | Skittles

Unexpected: Since Skittles swapped out the Lime flavor for Green Apple almost nine years ago, over 130,880 people have taken to the internet to complain. To make amends, DDB Chicago and Skittles announced that it would bring back the fan favorite Lime and apologize to every single person, through a live, 35 minute press conference on Twitch.

Works: Twitch was an unexpected platform. And in a world where we are in a constant battle for attention, the 35 minute livestream saw more than 136,000 unique viewers, a new benchmark for Mars. And the response from lime-lovers has been overwhelmingly positive, so apology accepted!

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