DDB Chicago introduces ‘Lime-ageddon’ to mark return of the lime Skittle

Zima isn’t the only retro flavor making a comeback this summer.

After much fanfare, Skittles is bringing back its lime flavor – which was replaced by green apple in 2013 – for a limited time. To mark the occasion, DDB Chicago has created a social video that features a newscaster covering the return of lime-flavored Skittles to store shelves. After finding out that there’s only a limited number of bags left, she ditches the newscast to go grab some before it’s too late.

Dubbed ‘Lime-ageddon,’ the campaign is encouraging fans of the flavor to stock up on and ration their lime Skittles, which are only being sold at select Walmart stores. According to the brand, some Skittles fans have received special ‘Sur-Lime-al Kits’ complete with personal stashes of the product, apparel and a map to the nearest Walmart.

DDB Chicago also recently created Skittles’ controversial Mother’s Day spot. The ad, which featured a mother feeding Skittles to her adult son via an umbilical cord, was taken down by the brand after receiving complaints.

Earlier this year, the Mars-owned brand announced that it will be introducing spicy Skittles this December. According to Skittles, this ‘Sweet Heat’ variety will feature “fruity flavors with a spicy kick.”

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Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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