MASTER OF CEREMONY

Description of the role: As a Master of Ceremony, the brand produces content that is meant to entertain and help people pass time. Usually a Master of Ceremony brand has a positive role in its customers everyday life and its job is to bring joy to its users. A Master of Ceremony can produce either small daily pieces of content, epic “once in a lifetime” content experiences or something in between.

Motivators for followers: Entertaining oneself, killing time, enjoying everyday things with other people

Stereotype of a Master of Ceremony Brand: An everyday low-interest brand, such as FMCG brands.

Case

Skittles - Apologize the rainbow

In 2013 the candy brand Skittles decided to make changes in the flavors of their original candy variant chancing the lime flavor with green apple. Later this turned out to be a bad idea as they started receiving tons of negative feedback. 130.880 to be exact. And sadly, for Skittles, the flood of unhappy feedback continued for nine years.

Finally, the legendary candy company decided to set things right and brought back the lime flavor. They also decided to make amends and apologize to all the lime lovers out there. And to highlight that they truly meant all the apologies were delivered individually to each and everyone who ever complained. The company kicked off its regret campaign with a press conference where Skittles Director of Communication Michael Whelby apologized for 35 mins to real customer complaints. The tongue-in-cheek conference was followed by the whole set of apologies on Twitter, a Times Square billboard, and 16 feet long post, and everyone who complained was also sent free Skittles.

All the corporate remorse regenerated over 5 million viewing minutes on Twitch. Search for lime Skittles went up over 1000% and the sales of original packs rose over 21%. Pretty sweet return for the long-lost Lime – and truly entertaining, for sure.