The Challenge
Skittles needed to a disruptive idea to win their rightful share of the exploding Gummy candy category. Because it’s Skittles, creating a straight-forward campaign saying “Skittles gummies have a uniquely soft texture” was not going to fly.
The Solution
Skittles used the the soft texture of Skittle Gummies to take Gen Z “soft-life” relaxation moments to a nonsensical extreme. Getting a massage? Having chill time with the fam? Having a cozy hang with a friend? With soft Skittles Gummies things become almost too soft… uncomfortably soft. As the campaign rollout began in March 2026, there isn't any measurable impact at this time. Only the impact of this work on our souls. Which was positive, and weird.
