Skittles begins MFFLP campaign
By Derek Winkler
Mars Wrigley Canada has begun a campaign for its Skittles candy brand called “MFFLP The Rainbow.” According to the company, the “MFFLP” construction is intended to represent the sound of attempted speech with a mouth filled with Skittles. The creative, featuring actor and musician Creed Bratton, presents this sound as a way to avoid unwanted conversations during summer activities. The campaign also includes a social media component which encourages consumers to submit their own ways of “escaping reality.” In addition, visitors to the campaign website at <http://www.skittlesooo.ca> can make a customized out-of-office message and enter a draw for a summer vacation trip.
“We know Canadians turn to Skittles for a burst of excitement in their daily lives,” said Patrick Zeng, marketing director at Mars Wrigley Canada. “We discovered a popular trend discussed across various online forums: the communal joy of eating Skittles by the handful. This insight inspired ‘MFFLP The Rainbow,’ offering Canadians a quirky excuse to enjoy a momentary escape from reality.”