Mars Invites Gen Z to "Legally Acknowledge the Crunch" of Skittles Pop’d
Laura McQuarrie — April 22, 2025 — Marketing
Skittles is known for its chewy, fruit-flavored candies but in late 2024, the brand launched freeze-dried Skittles Pop’d with a crispy texture—and in 2025, the iconic candy brand playfully invites snackers to "Legally Acknowledge the Crunch." With freeze-dried candy taking off on social platforms like TikTok, this lighthearted campaign targets Gen Z and spotlights a new experience of a favorite treat.
“Bringing a big change to their favorite candy, no matter how delicious the change may be, was bound to cause some conflicting emotions,” Ashley Gill, VP of brand and content, North America at Mars, told Adweek, “Asking Gen Z fans to sign a contract with their tongue to acknowledge change, or creating work that shows conflicting emotions hints at a POV on the world that Skittles shares with this generation.”
“Bringing a big change to their favorite candy, no matter how delicious the change may be, was bound to cause some conflicting emotions,” Ashley Gill, VP of brand and content, North America at Mars, told Adweek, “Asking Gen Z fans to sign a contract with their tongue to acknowledge change, or creating work that shows conflicting emotions hints at a POV on the world that Skittles shares with this generation.”
Trend Themes
1. Freeze-dried Candy Craze - The rise of freeze-dried candy catering to texture-driven snacking trends is capturing the interest of tech-savvy Gen Z audiences on social media.
2. Interactive Branding Campaigns - Brands incorporating playful, interactive elements like 'contracts' with consumers engage younger generations in more personal and memorable ways.
3. Texture Innovation in Confectionery - Confectionery brands are exploring texture as a unique selling proposition to differentiate traditional candies in a competitive market.
Industry Implications
1. Confectionery - The confectionery industry is witnessing a shift towards innovative textures to refresh established product lines and attract new demographics.
2. Social Media Marketing - Leveraging social media platforms, particularly TikTok, can amplify product launches and interactive campaigns to reach younger audiences effectively.
3. Snack Foods - The snack foods industry is seeing a surge in demand for novel sensory experiences, inspiring new product formats such as freeze-dried treats.
7.6
Score
Popularity
Activity
Freshness
