Table of Contents
NEWARK, N.J. – Mars Wrigley is shaking up the candy world with its latest SKITTLES campaign, Legally Acknowledge the Rainbow. This playful and unconventional initiative asks fans to sign a legitimate legal document before trying the new SKITTLES POP’D.
Developed in collaboration with Team OMC (DDB Chicago and Critical Mass), the campaign embraces the brand’s signature whimsical spirit, turning a simple product launch into an interactive experience. The legal document—far from ordinary—is packed with SKITTLES-inspired Easter eggs, including a vision test to ensure fans are genuinely paying attention.
SKITTLES lovers are known for their keen eye for detail, and now they’ll need to put it to the test before getting “legally qualified” to enjoy the crunchy twist of SKITTLES POP’D.
Running exclusively on social media from March 25 to April 6, the campaign directs fans to SKITTLES’ official website, where they can sign the document. Adding to the fun, an exclusive Snapchat filter will allow users to “sign” the document with their tongues, embracing SKITTLES’ signature playfulness.
“Mars is incredibly excited to partner with Team OMC and bring this innovative campaign to life,” said Ashley Gill, VP of Brand & Content - North America, at Mars. “We’re having a bit of classic SKITTLES fun with our younger consumer, who is facing a lot of big life changes – from going to college, getting their first jobs and now the chewy SKITTLES they know and love are crunchy with SKITTLES POP’D. We’re helping them escape common sense and the pressure change can bring with a pleasantly perplexing campaign to acknowledge and embrace the crunch.”
Colin Selikow, Chief Creative Officer, DDB Chicago, says, “This is the biggest change to the SKITTLES product in a long time. So we decided to really lean into that, and announce the new texture in a way only SKITTLES could - by asking fans to sign a legal document acknowledging they understand this product is crunchy, and then providing them over 30 000 personalized websites (one for every possible combination of human emotions they may be feeling) to help them deal with the huge adjustment. It’s pure SKITTLES.”
A second phase of the campaign is set to launch in early April, promising even more surprises for SKITTLES fans.
Ready to Legally Acknowledge the Rainbow? Sign the document and get crunching!
