Proving Skittles’ absurdism with a brand book.

By Polle de Maagt · First published 21 November 2011 · 1 min read

The Skittles brand book as a textbook example of defining an absurdist social voice for a brand.

What it does

Defines an absurdist social brand voice in a brand book that guides its Facebook copy.

Company: Skittles
Sector: Confectionery
Theme: Acts not ads
Place: Online
Year: 2011

I love Skittles. The brand, that is. I think their candies are disgusting. I don’t even like their ads so much. I love how their absurdist brand voice translates into true gems of Facebook copy and visuals. Crafted to inspire and gradually engage their consumers.

Their brand book has been circulating on the internet for quite a while already, but it still is a textbook example of how to define a social voice for a brand. Enjoy the ride:

Got some other great brand book examples? Please let me know!

Written in 2011, left as it was.

Original: Proving Skittles’ absurdism with a brand book, 21 November 2011. Historical links may no longer work.

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