Key Takeaways:
- Skittles' new campaign asks fans to sign a playful legal document before trying the brand's new offering.
- The social-first campaign runs from March 25 to April 6, complemented with an interactive Snapchat filter.
- Beyond the "legal affair", the brand created 30,000 personalized web pages, each capturing a unique emotional response to trying POP'D.
Skittles puts a legal twist on tasting the rainbow with the aptly-named "Legally Acknowledge the Rainbow" initiative.
The new campaign requires fans to sign an official (yet humorously absurd) legal document before trying the new Skittles POP'D.
Created by Team OMC (a partnership between DDB Chicago and Critical Mass), the campaign leans into the Mars-owned brand's love for the unexpected.
@skittles New SKITTLES POP’D: Crunch so serious, our lawyers got involved.
♬ original sound - skittles
In a statement, Mars VP of Brand & Content in North America, Ashley Gill, shared the company's excitement for the effort.
"We're having a bit of classic Skittles fun with our younger consumers, who are facing big life changes — from going to college to starting their first jobs.
Now, even the chewy Skittles they love are changing, and we're helping them embrace that change with a pleasantly perplexing campaign."
DDB Chicago Chief Creative Officer Colin Selikow also chimed in, echoing the sentiment.
The campaign will be running from March 25 to April 6 entirely on digital and social platforms.
@skittles New SKITTLES POP’D: Crunch so serious, our lawyers got involved.
♬ original sound - skittles
To participate, fans need to visit Skittles' official website, where they must fill out the quirky legal form to become "legally qualified" to crunch Skittles POP'D.
The document is filled with Easter eggs, including a Skittles-themed vision test.
Having a strong brand voice is all about making every interaction feel uniquely yours.
Skittles achieves just that by turning a simple product launch into a full-on experience, keeping fans engaged with its signature absurd humor.
A Legal Requirement to Crunch
As part of the campaign, the brand introduced an exclusive Snapchat filter that allows fans to "tongue-sign" the legal document in a way only Skittles could imagine.
Fans can access this through a special Snapchat code.
Once completed, they receive one of 30,000 personalized web pages (one for every possible combination of human emotions) acknowledging their unique emotional response to the experience.
An additional phase of the campaign is set to launch in early April, promising even more surprises for Skittles fans.
Last October, Skittles, DDB Chicago, and Critical Mass launched a surreal campaign where members of Gen Z committed their youth to the candy.
