S1 E3: Skittles

Jane Hwang is the former Global Vice President over Fruit Confections at Mars, which includes Skittles. She has a manner that helped her organization be comfortable with being uncomfortable, which is perfect for such an offbeat brand. Skittles is the #1 globally selling non-chocolate candy. 200 million individual skittles are produced daily. Obviously when you’re that big so much of the brand’s success is based on manufacturing consistency and supply chain, and distribution within multiple countries. But Jane didn’t talk about any of that. Instead, she talks about consistent disruption in regards to consumer expectations, their storytelling, and the causes Skittles supports. She elaborates on the discipline to stick with something, like Taste the Rainbow has been a work in progress for nearly 30 years. With how transient the CMO position is, it seems like mediocre, or immature brands are reimagining their identity and value propositions every couple years. That’s the wrong way to do it. Learn more at CultBrandSecrets.com