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Skittles: Help There's a Crunch in my SKITTLES
Freeze-dried SKITTLES are real. They're crunchy. And apparently, they're emotionally complicated. SKITTLES POP'D-Mars Wrigley's latest twist on its iconic candy-takes chewy SKITTLES and freeze-dries them, creating an intensely flavoured, satisfyingly crunchy experience. And while the product might be new to shelves, the idea isn't. SKITTLES POP'D was born from a viral TikTok trend where creators freeze-dried the original candies at home and showed off their crunchy results through ASMR videos and tutorials. But with such a big texture change, one question looms: how will longtime fans of chewy SKITTLES feel about all this crunch? According to SKITTLES, probably... a lot of things. And they're here to help. Before launching the full interactive campaign, SKITTLES debuted a bold prelude: “Legally Acknowledge the Rainbow”— an initiative that invited fans to sign a legitimate legal document before trying SKITTLES POP’D. Developed with Team OMC (DDB Chicago and Critical Mass), the quirky activation lived entirely on social media from March 25 to April 18 and included a vision test, SKITTLES-themed fine print, and even a Snapchat filter that let users sign the contract with their tongue.
Head of Strategy Jaimie McGill Related |
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