THE CHALLENGE
To launch new Skittles POP’d as the first official freeze-dried Skittles, we recognized the need to help our consumers find crunch acceptance in a world of chewy Skittles. We set out to assure our fans that it’s okay for them to have lots of feelings about the change and guide them toward crunch understanding and enjoyment. Skittles is one of Gen Z’s favorite brands. And we know that Gen Z is a generation who has had more change in their lives than any other generation, while currently experiencing big life changing moments like going to college, first jobs, and first homes. So, imagine how they’d feel when they found out their favorite candy was now crunchy, NOT chewy? Like many in this generation, they likely would be conflicted. And like many who need to cope with change, they’ll look for tools and resources to help. That’s where we came in.

THE SOLUTION
“CRUNCH THE RAINBOW” became the latest chapter in our famous Taste the Rainbow platform — a campaign that validates the conflicting emotions Gen Z might simultaneously feel when trying Skittles POP’d for the first time. We brought “CRUNCH THE RAINBOW” to life with a visually perplexing mix of broad reach and targeted film for addressable audiences, each highlighting the varying conflicting emotions our fans might be feeling, like “deceived and astonished” or “petrified and amused.” We created versions for gaming, travel enthusiasts, and fashion lovers, all processing the conflicting feelings that their Skittles are now crunchy. Then, we further helped them fully embrace the change with HELPTHERESCRUNCHINMYSKITTLES.com, a microsite with 35,156 versions of itself based on the feelings you input. Users are greeted by a multi-emotion face, asked to input their specific combo of emotions and then offered up an appropriate coping tool. Tools like downloading crunch acceptance, aggressively supportive eye contact, or a simple coin flip (because sometimes you've gotta leave it up to chance). All in the name of achieving crunch acceptance.

THE RESULTS
35Million Sales volume