SKITTLES' Latest Campaign Legally Acknowledges the Rainbow

Mars Wrigley launches ‘Legally Acknowledge the Rainbow’ - a bold new initiative from SKITTLES that is sure to spark conversation and delight fans in an unexpected way.

In collaboration with Team OMC (DDB Chicago and Critical Mass), SKITTLES has created this interactive campaign that takes the brand’s landmark playful spirit to new heights by requiring consumers to sign a legitimate legal document before trying SKITTLES POP’D. This document is not your average legal contract – it's filled with SKITTLES-inspired Easter eggs, including a vision test to ensure you’re paying attention.

After all, SKITTLES fans are known for their attention to detail – and for loving a good challenge. Fill out the fun legal document and get legally qualified to crunch SKITTLES POP’D.

The full campaign 'Legally Acknowledge the Rainbow' will run exclusively on social media from March 25th - April 6th, 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 in early April, and we’re excited for both you and SKITTLES fans to experience it first hand. This launch is designed to delight loyal consumers, while attracting a new audience to the brand.

This marks a pivotal moment in the 20-yearlong Taste the Rainbow journey, and we believe it’s an exciting new chapter for one of the most celebrated brand platforms in the confectionary world.

Here is the QR code so you can try the Snapchat lens for yourself:

“Mars is incredibly excited to partner with Team OMC and bring this innovative campaign to life,” said Ashley Gill, VP of brand & content - North America, at Mars. “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 says, “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.’