Eyeballs Gyrate and Brows Spin in Crunch-Induced Weirdness from SKITTLES

Freeze-dried SKITTLES are real. They're crunchy. And apparently, they're emotionally complicated.

SKITTLES POP'D-Mars Wrigley's latest twist on its iconic candy-takes chewy SKITTLES and freeze-dries them, creating an intensely flavoured, satisfyingly crunchy experience.

And while the product might be new to shelves, the idea isn't. SKITTLES POP'D was born from a viral TikTok trend where creators freeze-dried the original candies at home and showed off their crunchy results through ASMR videos and tutorials.

But with such a big texture change, one question looms: how will longtime fans of chewy SKITTLES feel about all this crunch?

According to SKITTLES, probably... a lot of things. And they're here to help.

Before launching the full interactive campaign, SKITTLES debuted a bold prelude: “Legally Acknowledge the Rainbow”— an initiative that invited fans to sign a legitimate legal document before trying SKITTLES POP’D. Developed with Team OMC (DDB Chicago and Critical Mass), the quirky activation lived entirely on social media from March 25 to April 18 and included a vision test, SKITTLES-themed fine print, and even a Snapchat filter that let users sign the contract with their tongue.

To help fans work through the complex emotions of biting into crunchy SKITTLES, the brand launched a second phase in mid-April which saw the creation of over 35,156 personalised microsites that gamify emotional conflict. The interactive campaign invites users to visit HelpTheresCrunchInMySkittles.com, enter two conflicting emotions they're feeling (say: "excited" and "betrayed"), and receive a custom experience designed to guide them toward crunch acceptance.

To bring the emotional conflict to life visually, SKITTLES released a hero :30 commercial that leans fully into the brand's surreal, absurdist tone. In it, teenagers quite literally wear their emotions on their faces-one side grinning with delight, the other frozen in horror-as they react to trying SKITTLES POP'D for the first time. The :30 film is complemented by :15 and :06 social assets tailored to gen z's ultra-specific mood swings and algorithm-driven consumption habits.

Ashley Gill, VP of brand and content - North America, at Mars said, "We know gen z is fluent in contradiction. They care deeply about the world but thrive on chaos. They're nostalgic for the past but obsessed with novelty. SKITTLES POP'D is a way to honour that duality-because feeling two things at once is deeply human, and also, deeply SKITTLES."

This campaign marks yet another offbeat execution in SKITTLES' long-running Taste the Rainbow brand platform, which celebrates its 20th anniversary this year. From a Broadway musical to legally binding tongue contracts, SKITTLES has always been a brand that lives comfortably in the absurd.

"Change is hard," said Colin Selikow, chief creative officer at DDB Chicago. "Especially when it happens to something you love. So we didn't fight that-we leaned in and made a campaign that helps you feel your feelings, even if they're crunchy."

To find your own path to crunch acceptance, visit HelpTheresCrunchInMySkittles.com and let your emotions lead the way.