Mars Wrigley begins Skittles Obsessed campaign
By Derek Winkler
Mars Wrigley Canada has begun a campaign for its Skittles candy brand called “Skittles Obsessed.” Aimed at young adult consumers, it consists of digital, social media and connected television video advertising, as well as a mobile game sponsorship with Gameloft and out-of-home ads in Toronto, Montreal and Vancouver. It also includes a contest for a one-year supply of Skittles. Consumers can enter by submitting unusual tributes to the brand at <http://www.winsweetsummerprizes.ca/committotherainbow>. According to the company, the creative uses the theme of fear of commitment. Media work is being handled by EssenceMediaCom, with public and influencer relations from Middle Child.
“As a brand, Skittles has always stood for playful escapism and unexpected moments of joy,” said Patrick Zeng, marketing director at Mars Wrigley Canada. “It’s what our fans love and look forward to. With ‘Skittles Obsessed,’ we’re tapping into Gen Z’s fear of commitment and turning it into something fun and low-stakes. It’s a way to connect with a generation that resists long-term loyalty by meeting them where they are through humour and absurdity.”