Is the Skittles brand broken?

skittlesBy now you’ve probably heard all about the new Skittles.com web site, which makes use of social media sites such as Wikipedia, Youtube and Facebook. Good for them, and a great way to save on web development by allowing anyone in the 2.0 realm to contribute. But what is this telling people about the Skittles brand? “We’re the every person brand?” or “We’re the 2.0 brand?” I’m not quite sure.

If you check out their Facebook page, you’ll see that they have over 500,000 friends. And their Wikipedia page is impressively robust. So they’re not all wrong by going this route. But I have to be honest, looking at Skittles on Wikipedia doesn’t really make me crave them.

And isn’t that what the folks at Skittles should want?