The Week: Advertising news - Skittles creates web game

Wrigley is gearing up to launch a social networking-oriented online game to promote its sweet brand Skittles.

Skittle Skuffle, which Wrigley describes as a cross between Facebook and the computer game The Sims, is set to launch on 31 July. The game is Skittles' second foray into the social media space this year, following a controversial attempt to incorporate a live Twitter feed on its brand homepage.