Skittles’ new campaign is designed to provide an escape for Gen Z from unwanted social interactions.
Developed by Middle Child, the “MFFLP the Rainbow” campaign is based on the idea that every summer, Canadians face a socially draining calendar filled with obligations like social gatherings and work events. That pressure is especially felt by Gen Z, the brand finds, who increasingly prefer a relaxed summer over a busy schedule.
The campaign highlights how Skittles can help people escape these social spaces by filling their mouths and leaving them unable to speak when they have to respond to an invitation. The video stars actor Creed Bratton, who stuffs handfuls of Skittles into his mouth to avoid answering to his boss and neighbors.
Mars Canada marketing director Patrick Zeng tells strategy that the campaign’s creative builds on the brand’s DNA, which is all about playful escapism and the joy of unexpected moments, including a tone that’s also consistent with this idea.
“‘MFFLP’ mimics the sound made when trying to speak with a mouthful of Skittles, making it a fun way to avoid unwanted conversations and enjoy summer,” Zeng says. He adds that by focusing on the habit of many consumers to fill their mouths with a handful of Skittles, it reinforces its identity as an escape from social pressures.
Zeng notes that targeting Gen Z is crucial because they value authenticity, self-expression and fun experiences, which he adds all fits with Skittles’ brand values. Gen Z is an important generation as they gain buying power, he adds.
“Our marketing and business objectives focus on staying relevant and appealing to a new generation of candy lovers, ensuring continued growth and engagement,” Zeng adds. “We’re taking a look at generational trends to make sure we’re staying relevant and bringing in new consumers, while also satisfying existing consumers.”
The team also wants to re-emphasize the Skittles brand while developing new products, Zeng says. The company, for example, is studying new formats and textures for its Skittles gummies and Skittles sour gummies.
The campaign’s media plan includes posting the video on the brand’s YouTube page, Instagram and TikTok. The video will also appear on Bratton’s social channels, such as Instagram and YouTube. In addition, Skittles is organizing a contest on its website. The contest is being promoted through displays in grocery stores and supermarkets across Canada. EssenceMediaCom is handling media buying, and The Mars Agency is in charge of in-store promotions.
Zeng says this media mix was chosen to ensure maximum reach and engagement, leveraging the platforms and strategies that resonate most with Gen Z.