Commit To The Rainbow. Taste The Rainbow.

In October 2024, SKITTLES, under the Mars umbrella, launched its latest integrated campaign, Commit To The Rainbow. Taste The Rainbow., in the United States, created in collaboration with Critical Mass, DDB Chicago, and Team OMC. This innovative campaign targets the Confectionery and Snacks industry and comprises four distinct media assets, including a striking, thought-provoking commercial titled Youth. Directed by award-winning filmmaker Andreas Nilsson and developed alongside creative agency partner OMC, the film offers a surreal narrative where a grandson chooses to surrender his youth to his grandmother in exchange for SKITTLES, encapsulating a unique and twisted exploration of commitment that aligns seamlessly with the brand’s irreverent identity. The campaign cleverly challenges what is often referred to as Gen Z's commitment paralysis by urging audiences to boldly declare their loyalty to SKITTLES in extreme, playful ways. Beyond the film, the campaign extends into addressable digital and social media assets that disrupt typical content consumption habits, encouraging users to abandon mundane commitments and instead embrace the vibrant, unconventional world of SKITTLES. Airing across TV, front-end platforms, and social channels in the U.S., the creative pushes the iconic VERB THE RAINBOW. TASTE THE RAINBOW. platform forward, demonstrating the brand’s ongoing evolution and commitment to engaging younger consumers with humor and boldness. Looking ahead, the commitment-themed platform is set to expand globally in key markets throughout 2025, inviting SKITTLES fans worldwide to showcase their extreme devotion through varied media executions, further solidifying SKITTLES' position as a playful, boundary-pushing leader in confectionery marketing. The campaign’s language is primarily English and it harnesses hashtags such as #SKITTLES, #CommitToSkittles, #CommitToTheRainbow, and #TasteTheRainbow to amplify its social reach and interaction.