Seeing as how, “I’m bored in the house and I’m in the house bored,” a lot more often these days thanks to the global pandemic we’re all facing, I’ve been spending way too much time on social media. 

I made a few TikToks, played a few Snapchat games, and browsed Twitter much longer than I should have. 

And during all that, I stumbled onto some Twitter gold — or should I say, some Twitter rainbow? Guys, we need to talk about the Skittles Twitter account! It’s hilarious, cheeky, and, honestly, great candy marketing! 

First, let’s start with the Skittles Twitter bio: “The Official Tweeter of Awesomeness. Follow the Rainbow. Taste the Rainbow.”

“The Official Tweeter of Awesomeness,” should be more than enough to give you an idea of how this account is run.

While the Skittles account has more than 405,000 followers, it only follows 22 accounts.

I have no idea how they picked those 22 lucky people, but there doesn’t seem to be any rhyme or reason behind most of it. Yes, there are the obvious ones, like, @Twix, and @mmschocolate. And given their advocacy to support LGBTQ+ causes, it also makes sense that they follow @GLAAD.

But then there are other, seemingly random ones, like @givenchytea, who has just 652 followers. 

The real fun starts under the accounts “Tweets & Replies” link though. 

There’s this fun exchange:


And then this one, where someone asked for a Skittles emoji.

Then, when pressed, Skittles kept the conversation going.

The brand even waded into some potentially treacherous waters in response to criticism about the Pride packs.

A couple weeks ago, Skittles also tweeted about the one thing on everyone’s mind:

It’s refreshing to see such an authentic response from such a major confectionery brand, and the whole mood completely vibes with the Skittles essence. But it’s not just Skittles that can benefit from this kind of cheeky authenticity. More brands would be wise to take the same approach — especially when the whole world could use a little more awesomeness!