Skittles encourages fans to “legally acknowledge the Rainbow”
The US is known for its love of courtroom and legal screen dramas, which has provided Mars Wrigley with its latest campaign inviting Skittles fans to ‘legally acknowledge the Rainbow,’ writes Neill Barston.
As the company explained, its interactive initiative targets the range’s freeze dried Pop’d series, requiring fans to sign a document to become qualified to crunch the popular sweet treat.
Notably, as the business explained, this is far from your average legal contract which marks a key moment in the Tasting the Rainbow journey – it’s filled with Skittles-inspired Easter eggs, including a vision test to ensure you’re paying attention.
The full campaign “Legally Acknowledge the Rainbow” will run exclusively on social media from now until April 6, directing consumers to sign the legal document on Skittles official website. An exclusive Snapchat tongue-signing filter will also allow consumers to join in on the fun.
An additional leg of the campaign is slated to launch this month, with the aim of both engaging with new and existing customers to the brand, which is anticipated will play its part in the upcoming Sweets & Snacks Expo, as it returns to Indianapolis in May.
Ashley Gill, VP of Brand & Content – North America, at Mars, commented: “Mars is incredibly excited to partner with Team OMC and bring this innovative campaign to life.
“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, which is behind the creative campaign, welcomed the fresh new take on engaging with the brand’s follower.
He said: “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 personalised 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.”
