The "Taste the Rainbow" campaign is one of the most iconic and enduring marketing campaigns in the candy industry, specifically associated with Skittles, a popular fruit-flavored candy brand owned by Mars, Inc. This campaign has been a staple of Skittles' branding and advertising since the late 1990s.

Here's an explanation of the "Taste the Rainbow" campaign:

1. Catchphrase: The central catchphrase of the campaign is "Taste the Rainbow." This catchphrase encourages consumers to experience the wide range of flavors offered by Skittles candies, which come in various fruity flavors and colors.

2. Creative Direction: The "Taste the Rainbow" campaign is known for its creative and often surreal advertisements. Skittles commercials typically feature scenarios that are absurd, whimsical, and sometimes even bizarre. They often show people or characters interacting with Skittles in unexpected ways. The ads play on the idea that tasting Skittles is like having a sensory explosion of fruit flavors.

3. Colorful Imagery: The campaign incorporates the vibrant and distinct colors of Skittles candies into its visual branding. Each candy has a different color, and these colors are often highlighted in the advertisements to reinforce the idea that each Skittle offers a different fruity taste.

4. Longevity: "Taste the Rainbow" has been an enduring campaign for Skittles and has helped establish the brand's identity in the candy market. It's been used consistently in various forms of advertising, including TV commercials, print ads, and digital marketing.

5. Memorable and Effective: The campaign is memorable for its unique approach to marketing candy and its ability to stand out in a crowded marketplace. The catchphrase, along with the creative and often quirky advertisements, has made a lasting impact on consumers.

In summary, the "Taste the Rainbow" campaign for Skittles is all about celebrating the variety of fruity flavors offered by the candy. It's known for its catchy catchphrase and imaginative, colorful advertising, which has helped make Skittles a beloved and recognizable brand in the candy industry.