Skittles, DDB Chicago, and adam&eveDDB New York teamed up to create a campaign that served as an apology to 130,880+ people.

Almost a decade ago, Skittles took away their Lime flavor and angered a lot of Skittles fans. To finally re-launch Lime flavored Skittles, we decided to use something unusual for a brand – all the online anger and hate directed at us. After all, nothing shows the love for something like anger when it’s taken away. So, we literally apologized to everyone who ever complained – all 138,880 of them. Individually.

Offering personal apologies live on Twitch, on Twitter, on billboards in Times Square and with a post listing every single person we’d wronged that took over 10 hours to read. And not just an empty apology. We sent everyone free Lime Skittles. Re-launching Lime Skittles by acknowledging our mistake in the most absurd personal corporate apology ever.