If you haven't had the chance to visit the new Skittles.com site - now is the time.

The brand has completely revamped their site in a way that fully embraces the world of Social Media. For starters, the home page now has a widget like device in the upper left corner that features the standard navigation, a rotating image, and other legalese (or "gobbledygook", as they reference it).

Each navigation element is fully integrated with a different social media leader.

Products Navigation: Direct links to Wikipedia's page on each product
Media Navigation: Direct links to YouTube for video and flickr for photos
Chatter Navigation: Direct links to Twitter
Friends Navigation: Direct links to Facebook.

In fact the only page that is actually Skittles hosted content is the "Contact" navigation.

The strategy is bold. Skittles has effectively said that they will use the respective social media sites to publish content updates and to interact with their consumers. Given that they have over 585,000 Facebook friends it will be fun to watch the strategy unfold.