Skittles Canada has recruited actor and musician Creed Bratton to star in a colorful, quirky campaign that will appeal to anyone looking to detach themselves from the stresses of life.
Led by PR agency Middle Child, "MFFLP The Rainbow" (pronounced "MAAh-FULP") is a hilariously absurd escapist term that refers to the sound of someone speaking with a mouthful of Skittles.
And when your mouth is full, you can always avoid answering questions and get out of unwanted conversations.
Best known for playing a fictionalized version of himself on the U.S. TV adaptation of "The Office," Bratton definitely knows a thing or two about shirking work.
In a mockumentary-style spot, he channels his sitcom character by shoveling Skittles into his mouth to avoid unwanted interactions.
Bratton demonstrates how to use MFFLP to escape every situation, from work calls from his boss to small talk with a weird neighbor.
"Finding reasons to dodge assignments and skip social events is what I do best, so when Skittles asked me to help them 'MFFLP The Rainbow,' you better believe I 'MFFLP'd with excitement," Bratton said in a statement.
"I believe in finding any excuse to escape from reality, especially if it involves a mouthful of Skittles."
The campaign runs across social media, including influencer marketing.
'Taste the Rainbow'
Skittles is well known for its inventive and irreverent campaigns.
Last year, the candy brand uploaded a series of two-hour-long ASMR recordings, each one corresponding to the five colors found in a bag of classic Skittles.
Strangely enough, each recording contained sounds of someone eating packs of Skittles.
By casting Bratton in its latest campaign, Skittles leverages a fan-favorite character while sticking to the offbeat humor that fans have come to know and love.
However, not all of the company's campaigns focus on humor.
The brand also highlights LGBTQ+ voices with its Pride Month campaigns, which it has done for the past few years.
Skittles' well-rounded approach to advertising demonstrates the role of brand mapping in balancing attention-grabbing campaigns with socially relevant initiatives to shape a cohesive brand identity.
Creating and building a brand identity — one that allows a business to broaden and diversify its audience like how Skittles has been doing — is crucial to the long-term success of any company.
Editing by Katherine 'Makkie' Maclang
