Skittles has introduced Skittles Pop'd, a crunchy version of their traditional chewy candy, in response to the viral trend of freeze-dried candies. This new candy, launched in October 2024, was promoted through an interactive campaign on social media platforms emphasizing Gen Z's mixed reactions. By asking consumers to 'Legally Acknowledge the Rainbow,' consumers engaged in fun activities. The marketing tapped into transitional experiences of Gen Z, hinting at the brand's understanding of this generation's feelings towards change.
"There's crunch in my Skittles and I'm feeling deceived and astonished," one girl says while her facial expression changes between the two emotions.
"Bringing a big change to their favorite candy, no matter how delicious the change may be, was bound to cause some conflicting emotions," said Ashley Gill.
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