Sweets fans have tasted the rainbow, touched the rainbow and given the rainbow since 1994. Now Skittles is asking people to legitimise the rainbow.
In a bold, attention-magnet campaign by DDB Chicago and Critical Mass (aka, Team OMC), Mars Wrigley is inviting people to Legally Acknowledge the Rainbow.
The campaign requires people to sign a legitimate legal document before trying Skittles POP’D. The campaign aims to draw attention to the new Skittles texture, The unconventional legal contract is filled with Skittles-inspired Easter eggs, including a vision test to ensure you’re paying attention…because Skittles fans are known for their attention to detail – and for loving a good challenge.
Colin Selikow, chief creative officer, DDB Chicago, explained, “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.”
The full Legally Acknowledge the Rainbow campaign will run exclusively on social media from March 25 – April 6, 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.
Here is the QR code for the Snapchat lens if you want to have a go:
An extension to the campaign will launch in early April. It’s under wraps right now but according to Skittles, it will delight loyal consumers, while attracting a new audience to the brand.
“Mars is incredibly excited to partner with Team OMC and bring this innovative campaign to life,” stated 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.”
Credits
Client: Mars Wrigley [Skittles]
Brand Director: Ashley Gill
Chief Brand Officer: Rankin Carroll
Brand Director: Christina Ulmes
Brand Managers: Christina Garcia, Ro Cheng & Jamie Wells
Chief Marketing Officer: Gabrielle Wesley
Associate Marketing Director: Rebecca Schied
Content Director: Michael Kelly
Media Manager: Samantha Sramowicz
Media Director: Ray Amati
PR Director: Erin Deangelo
Creative Agency: DDB Chicago
Chief Creative Officer: Colin Selikow
Group Creative Directors: Brian Culp & Katie Bero
Creative Directors: Jeff Hodgson, Eli Ferrer & Rosswell Saunders
Copywriters: Analisha Santini & Sandra Leib
Art Director: Lane Hedler
Head of Strategy: Jaimie McGill
Strategist: Kahlil Ellis
Creative Agency: Critical Mass US
Client Lead: Alysson Scartz
Client Partner:Lauren Rapoport
Account Director: Joey Mcglumphy
Project Manager: Emma Rossenburg
Art Director: Velina Ilieva
Executive Producer: Katie Young
Business Affairs Manager: Sarah English
Production: Omnicom Studios
Executive Producer: Tom Syoen
Animation: Alison Kim
