In a move that only SKITTLES could pull off, the iconic candy brand has launched a hilariously over-the-top campaign to announce its latest product twist—SKITTLES POP’D. And to mark this crunchy new chapter in the “Taste the Rainbow” journey, they’re doing something totally unexpected: asking fans to sign a legal document before trying it.
Yes, an actual legal document.
Created in collaboration with DDB Chicago and Critical Mass (under Team OMC), the campaign—fittingly titled “Legally Acknowledge the Rainbow”—invites fans to engage in a delightfully absurd bit of paperwork. Packed with SKITTLES Easter eggs and even a vision test, the contract is designed to ensure fans are fully prepared for the life-changing experience of crunchy SKITTLES. Because apparently, this texture change is no small deal.
The campaign is running exclusively on social media through April 6, driving users to sign the document via the official SKITTLES website.
There’s also a Snapchat lens where fans can “sign” the agreement using their tongues—because why not?
“This is the biggest change to the SKITTLES product in a long time,” said Colin Selikow, Chief Creative Officer at DDB Chicago. “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… then giving them over 30,000 personalized websites to help them emotionally process the change. It’s pure SKITTLES.”
Ashley Gill, VP of Brand & Content for Mars North America, added: “We’re having a bit of classic SKITTLES fun with our younger consumer, who’s navigating big life changes—college, first jobs, and now… crunchy SKITTLES. It’s a pleasantly perplexing way to help them embrace the chaos.”
With more to come in early April, the campaign marks a bold and cheeky evolution for one of the most beloved brand platforms in candy history. Whether you’re a die-hard fan or just here for the weirdness, one thing’s clear: the Rainbow isn’t just for tasting anymore. Now, you’ve got to legally acknowledge it.
CREDITS:
BRAND: Mars Wrigley, Skittles
- VP of Brand & Content, North America: Ashley Gill
- Chief Brand Content & Media Officer: Rankin Carroll
- Associate Director, Brand & Content: Christina Ulmes
- Manager, Brand & Content: Christina Garcia
- Global Portfolio VP: Armando Reyes
- Chief Marketing Officer North America: Gabrielle Wesley
- VP, Brand Marketing: Ro Cheng
- Associate Director, Brand Marketing: Rebecca Schied
- Senior Associate Brand Manager: Jamie Wells
- Head of Digital Content & Social Media Studio: Michael Kelly
- Senior Manager Media: Samantha Sramowicz
- Senior Director, Media: Ray Amati
- Manager, US Brand PR: Erin DeAngelo
AGENCY: Team OMC (DDB Chicago & Critical Mass)
DDB Chicago
- Chief Creative Officer: Colin Selikow
- Group Creative Director: Brian Culp
- Group Creative Director: Katie Bero
- Creative Director: Jeff Hodgson
- Creative Director: Eli Ferrer
- Creative Director: Rosswell Saunders
- Copywriter: Analisha Santini
- Art Director: Lane Hedler
- Copywriter / General Counsel: Sandra Leib
- Head of Strategy: Jaimie McGill
- Strategist: Kahlil Ellis
Critical Mass
- Alysson Scartz – Group Client Lead
- Lauren Rapoport – VP, Client Partner
- Joey McGlumphy – Account Director
- Emma Rossenburg – Project Manager
- Senior Art Director (UX / UI): Velina Ilieva
Production Management: Omnicom Production
- Executive Producer: Katie Young
- Business Affairs: Sarah English
- Production: Omnicom Studios
- Executive Producer: Tom Syoen
- Animator: Alison Kim
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