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Chicago — Giving consumers new ways to interact with Skittles online, Wm. Wrigley Jr. Co. has relaunched the brand’s web site, with new graphics, slogans and videos.

The redesign is in response to consumer requests for more interactive content, according to Jennifer Jackson-Luth, spokesperson for Wrigley.

“We’ve changed the format of Skittles.com to feature a scrolling rainbow,” she explains. “The site is specifically designed to capitalize on the unfettered enthusiasm people have for the brand.”

The Skittles Facebook page, which has 3.6 million fans, features discussions, polls and the brand’s TV commercials.