NEWARK, N.J. – What if somewhere in America, reality ripped open and revealed a blazing-hot alternate universe where everything – absolutely everything – is spicy?
Welcome to the SKITTLES FUEG-HOLE. First introduced in SKITTLES’ latest creative campaign, the SKITTLES FUEG-HOLE is a very real (and very hot) dimensional tear rumored to be hiding somewhere across the country. According to SKITTLES lore, it’s the portal to a fiery parallel universe – and the surprising
source of SKITTLES Gummies Fuego, the sweet-and-spicy candy siphoned straight from a fiery parallel world and delivered into our rainbow.
Now, SKITTLES is turning that bizarre origin story into reality, challenging fans to escape common sense and track down the elusive FUEG-HOLE before it reveals itself.
To fuel the hunt, SKITTLES is enlisting the vaguely omniscient, questionably helpful musician and Internet sensation, Mr. Fantasy, who will begin dropping perplexing clues and unhinged hints online. Starting today, fans across the country can follow the clues and attempt to track down the real-life SKITTLES FUEG-HOLE themselves, as Mr. Fantasy guides the curious, the bold and the slightly spice-obsessed toward the secret location – which will officially be revealed on April 10.
"Look, I don't make the rules of the universe, I just interpret the vibes," said Mr. Fantasy. "When SKITTLES told me there was a mysterious portal to a spicy dimension leaking gummies into our world, it felt exactly like the kind of cosmic mystery I was born to guide people toward. I'll be dropping clues along the way…are they helpful? Debatable. Are they unhinged? Absolutely. Follow wisely."
“Somewhere out there is a deliciously hot portal to a spicy universe, and it just so happens to be where SKITTLES Gummies Fuego originates,” said Gabrielle Wesley, Chief Marketing Officer, Mars Snacking North America. “At SKITTLES, we've always believed the best things happen when you escape common sense and lean into the pleasantly perplexing. So we took the legend of the SKITTLES FUEG-HOLE and turned it into a real-world fruity quest. With a little help from Mr. Fantasy, fans brave enough to follow the clues – and the heat – and go on this fruity adventure just might track it down."
Those bold enough to follow the trail and uncover the SKITTLES FUEG-HOLE will be rewarded. Fans who find the portal can score SKITTLES Gummies Fuego, exclusive merch and a stash of Pleasantly Perplexing collectibles. The first fan to uncover the location and say the secret code word "Swicy" will win the ultimate prize: the actual SKITTLES FUEG-HOLE itself, plus free SKITTLES Gummies Fuego for a year.
Fans can follow SKITTLES on Instagram and TikTok as well as Mr. Fantasy’s channels to catch the clues and learn more about the hunt.
