Skittles encourages its Canadian fans aged 13 and older to touch the rainbow and become a millionaire. The Wrigley-owned confectionary brand, known for its bizarre commercials, launches a new competition Get Skittles Rich by BBDO, Toronto—it calls the participants to share the contagious video of the contest and inspire their friends to do the same.

Wrigley, a subsidiary of Mars Inc., is adding some energy to its product range. The gum manufacturer is launching its new Alert Energy Caffeine Gum brand on the U.S. market as an alternative to such traditional energizing products as coffee, tea or energy drinks. The new product, which is targeted at consumers aged 25 and older, will be carrying warning labels with information on the caffeine component to help them control their daily caffeine intake.

Skittles uses an old game for its new online project. The brand, known for its unconventional “rainbow” activations, has launched a new U.S. online promotion “Rock, Paper, Skittles”, developed by Catapult RPM, that is based on the scissors-paper-stone game play. The initiative supports the launch of “Originals” variety, which now includes a Green Apple flavor.

Wrigley’s Skittles invites its fans to create a holiday ad on the dedicated page, using all range of filmmaking tools. The brand known for its hilarious and weird “rainbow”-themed spots is offerings its consumers a splendid opportunity to make a DIY spot online and then share it with friends. After touching, sweating, tasting, etc. the rainbow, the brand now encourages its fans to create the rainbow in their own advert.

As it turns out, 2011 is a year of milestone anniversaries for a number of global brands—Coca-Cola celebrated its 125th anniversary in May, Mercedes-Benz marked 125 years after the first automobile was invented, Starbucks turned 40 and Perrier-Jouët celebrated its 200th birthday with a glamorous edition. For Wrigley, the iconic chewing gum company, a subsidiary of Mars, this year is also very important—a century ago, on October 19, 1911 the genuinely American company, which was founded in Chicago in 1891, opened its office in London, selling its gum product in a chemists shop. Then, 100 years ago, its capital was just £2,000, and now it grew dramatically, since “more than 90% of the gum chewed by Britons is made by the company, says Mars Inc..

Wrigley introduced its 5 gum brand in 2007 trying to set the gum chewing trend among customers. Four years later, in 2011, the company started a big teaser campaign aimed to recruit players to join the alternative-reality game called ‘The Human Preservation Project’. The concept of the game is to explore the virtual world in order to save the human race by maintaining sensory experiences.