Skittles
A global account with no Arabic-speaking audience.
Presence at a glance
What the numbers mean
- Comments are 0% Arabic across roughly 11,000, so this is a worldwide English account that happens to surface in the region.
- Largest follower base in the set by far, at 432k on Instagram and 890k on TikTok, which makes its engagement-by-followers read low.
- Useful as a reference point, not as a regional competitor.
The year in motion
What the audience is saying
English-language and global, almost no Arabic. Comments are friend tags and reactions, which confirms there is no regional audience here.
11,246 comments on the global English account, driven by sweepstakes entries and reactions to a polarising Halloween ad. Not a regional read.
Two Mars sweepstakes (Ornaments and Egg Hunt) generated the bulk of volume: pure entry comments rather than conversation.
A surreal Halloween spot split viewers; many found it funny, many off-putting.
Persistent demand to restore discontinued flavours, a durable loyalty signal.
A vocal strand mocks the brand's marketing as attention for its own sake.
'No one asked for this' reactions to the Halloween creative, plus frustration over discontinued flavours. A global-account signal, not a Gulf one.
- «no one asked for this»
- «bring back» (321 mentions)
Top-performing content
The highest-engagement posts of the year, by total interactions.
Creators & collaborations
The Skittles handle in scope is the worldwide @skittles account, not a Middle East one, so its co-authors are global rather than regional: sibling Mars and Wrigley brands and US creators cross-promoting each other. This is not regional creator marketing, and the only regional Skittles handle provided, SkittlesArabia on YouTube, has been dormant since 2017.
- @twix — 4,789 (sibling brand)
- @snickers — 3,908 (sibling brand)
- @therealmrfantasy — 3,471 (US creator)
- @mmschocolate — 1,333 (sibling brand)
- @starburst — 838 (sibling brand)
Recommendations
Treat as global, not regional
Zero Arabic across roughly 11,000 comments. Benchmark separately from the regional brands.
Launch a dedicated Arabia account if regional growth matters
There is no localized Skittles presence today. A Gulf-Arabic account would be a new build, not an optimization.