Skittles is a brand of sweets, produced and marketed by the Wrigley Company, owned by Mars, Inc.. Skittles’ values and principles are the ones shared by the Wrigley Company and Mars Incorporated, like the Mars Five Principles—“Quality, Responsibility, Mutuality, Efficiency and Freedom” Accordingly to Skittles’ brand book, their average consumer is “Is 12-17 years of age; owns an exotic pet, such as an iguana; loves playing sports like basketball; wishes he/she could fly; dreams of someday being a rock star, astronaut or possibly some kind of knight; enjoys skateboarding and rollerblading in his/her free time; wears large hats and other popular clothing; is very school-spirited”.
One can conclude that the target group are individuals of any gender between 12 and 17 years of age, that the brand presents itself as not having a serious attitude and is school children-oriented. From what can be accessed from the brand’s presentation on social media outlets is that it does not separate itself from the aesthetical part of the product, may it be regarding the website being coated in a colourful manner just as the Skittles themselves or the slogan, “Taste the Rainbow”.
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group. This means they share principles, values and codes, and also the particular Marketing Code that governs all of their promotional activity, which states that they should only promote their products to people aged 13 and over as this is the age at which they believe that people can make informed choices about sensible snack consumption. They also market to any gender, children, present themselves as not too serious, and have great flavour