A new Christmas campaign by sweets manufacturer Skittles is letting consumers create their own adverts on the brand’s website in a new online “taste the rainbow” strategy.

Users are given the option to choose their own characters and setting, then given a selection of dialogue boxes from which to piece together a conversation. The creator must then choose a “Christmas Miracle” – ranging from a statue to the iconic rainbow itself – before giving it a name and submitting it. The resulting mini story can then be viewed, bookmarked and even shared with friends.

The colourful design of the application, alongside the slightly off-beat humour, is typical of the Skittles brand, and encourages a fantastic level of interactivity at a time when most users are actively seeking Christmas specials from their favourite products. Created by BBDO Toronto and Jam3, it’s a great example of how personalised adverts can be used to promote a product well, even for already well-established products. It’s definitely our Christmas promotion of the year!