{"id":191185,"date":"2025-04-18T16:46:17","date_gmt":"2025-04-18T16:46:17","guid":{"rendered":"https:\/\/peraltafinancing.com\/advertising\/skittles-asks-gen-z-to-legally-acknowledge-the-rainbow-for-new-popd-candy\/"},"modified":"2025-04-18T16:46:17","modified_gmt":"2025-04-18T16:46:17","slug":"skittles-asks-gen-z-to-legally-acknowledge-the-rainbow-for-new-popd-candy","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=191185","title":{"rendered":"Skittles Asks Gen Z to ‘Legally Acknowledge the Rainbow’ for New Pop’d Candy"},"content":{"rendered":"


\n<\/p>\n

\n

Skittles have gone crunchy.<\/p>\n

After freeze-dried candy went viral on TikTok<\/a> in 2024, the Mars brand created its own version called Skittles Pop\u2019d, a complete 180 from its regular chewy Skittles.<\/p>\n

The new candy, originally released in October 2024, was teased last month via an interactive social campaign building off of the brand\u2019s long-running \u201cTaste the Rainbow\u201d<\/a> series of ads which first launched in 1994.<\/p>\n

This time around, Skittles playfully urged consumers to \u201cLegally Acknowledge the Rainbow\u201d by signing a \u201clegal\u201d contract<\/a> on its site to ensure that they understand the \u201ccrunchiness\u201d of Skittles Pop\u2019d. An exclusive Snapchat tongue-signing filter also allowed consumers to join in on the fun. <\/p>\n

The ad exclusively ran on social media channels like TikTok, Instagram, and Snapchat from March 25 to April 6. <\/p>\n

\"Skittles
Legally acknowledge the rainbow.<\/span><\/figcaption><\/figure>\n

Additionally, Skittles worked with DDB Chicago and Critical Mass for a 30-second hero spot highlighting Gen Z\u2019s expected mixed reactions to the new candy.\u00a0The ad is currently running only on YouTube.<\/p>\n

\u201cThere\u2019s crunch in my Skittles and I\u2019m feeling deceived and astonished,\u201d one girl says while her facial expression changes between the two emotions. \u201cI\u2019m petrified and amused,\u201d says another boy, as his face twitches.<\/p>\n

For the new ads, Skittles decided to lean into transitional moments that Gen Z is currently experiencing like going to college, getting their first job, and\/or buying their first home.\u00a0<\/p>\n

\u201cBringing a big change to their favorite candy, no matter how delicious the change may be, was bound to cause some conflicting emotions,\u201d said Ashley Gill, vp of brand and content, North America at Mars. \u201cAsking Gen Z fans to sign a contract with their tongue to acknowledge change, or creating work that shows conflicting emotions hints at a POV on the world that Skittles shares with this generation.\u201d<\/p>\n

<\/p>\n

According to Grand View Research, the global\u00a0freeze-dried candy market\u00a0size is expected to reach $2.4 billion by 2030<\/a>.<\/p>\n

Gill said the brand will measure the success of the campaign by looking at social conversation, sales, emotional response, and consumer sentiment.<\/p>\n

\n
\n
\n

\"Mars
<\/a> <\/div>\n<\/section>\n<\/div><\/div>\n

Last year, Skittles refreshed its packaging and logo<\/a>.<\/p>\n

\u201cWith our customers being stimulated by many aspects throughout their lives, we wanted to make sure that we have a mechanism to tell our stories in a clear way,\u201d Mars\u2019 global portfolio vp Armando Reyes told ADWEEK at the time. \u201cOur packaging needs to play a stronger role in this storytelling.\u201d<\/p>\n<\/div>\n\n","protected":false},"excerpt":{"rendered":"

Skittles have gone crunchy. After freeze-dried candy went viral on TikTok in 2024, the Mars brand created its own version called Skittles Pop\u2019d, a complete 180 from its regular chewy Skittles. The new candy, originally released in October 2024, was teased last month via an interactive social campaign building off of the brand\u2019s long-running \u201cTaste […]<\/p>\n","protected":false},"author":1,"featured_media":191186,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12023],"tags":[74566,54343,16303,13829,1240,65097,1825,41010,74567,753,41226],"dealstore":[],"offerexpiration":[],"class_list":["post-191185","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-advertising","tag-acknowledge","tag-advertising-news","tag-asks","tag-brands","tag-candy","tag-food-industry-news","tag-gen","tag-legally","tag-popd","tag-rainbow","tag-skittles"],"yoast_head":"\nSkittles Asks Gen Z to 'Legally Acknowledge the Rainbow' for New Pop'd Candy - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=191185\" \/>\n<link rel=\"next\" href=\"https:\/\/fivemor.com\/?p=191185&page=2\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Skittles Asks Gen Z to 'Legally Acknowledge the Rainbow' for New Pop'd Candy - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Skittles have gone crunchy. After freeze-dried candy went viral on TikTok in 2024, the Mars brand created its own version called Skittles Pop\u2019d, a complete 180 from its regular chewy Skittles. 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