Skittles’ new campaign offers Gen Z a fun and tasty way to escape unwanted social interactions.

The “MFFLP The Rainbow” campaign is based on the idea that every summer, Canadians face a socially draining calendar filled with obligations, from social gatherings to work events. That pressure is especially felt by Gen-Z, who increasingly prefer a relaxed summer over a busy schedule.

The campaign highlights how Skittles can be that perfect excuse, filling people’s mouths and leaving them unable to speak when they have to respond to an invitation. Its main video stars actor and musician Creed Bratton, who stuffs handfuls of Skittles into his mouth to avoid answering to his boss and neighbors.

The media plan includes posting the video on the brand’s YouTube page, Instagram and TikTok. The video will also appear on Bratton’s social channels, such as Instagram and YouTube. In addition, the brand is organizing a contest, which is being promoted through displays in grocery stores and supermarkets across Canada.

EssenceMediaCom is handling media buying, while Middle Child is in charge of creative, production and PR. The Mars Agency handles in-store promotions.

Mars Canada marketing director Patrick Zeng tells Media in Canada that the media mix was chosen to ensure maximum reach and engagement, leveraging the platforms and strategies that resonate most with Gen Z. “We already know that our target audience (Gen Z) are huge fans of Skittles, and this is just another way we are engaging with this growing consumer base through our ‘MFFLP The Rainbow’ campaign,” Zeng says.

The campaign’s creative builds on the brand’s DNA, which is all about playful escapism and the joy of unexpected moments, and the tone is consistent with that as well, according to Zeng. He points out that various online forums conducted by the brand revealed that a popular way to enjoy Skittles is by the handful, so that trend also inspired the team to build a campaign centered on that consumption habit.

“‘MFFLP’ mimics the sound made when trying to speak with a mouthful of Skittles, making it a fun way to avoid unwanted conversations and enjoy summer,” Zeng says. He adds that by focusing on the consumption habit of filling one’s mouth with the brand’s candy, Skittles reinforces its identity as a tasty way to escape routine and social pressures.

For Skittles, targeting Gen Z is crucial because they value authenticity, self-expression and fun experiences, which fit with the brand’s values. Gen Z is an important generation as they gain buying power, Zeng says.

“Our marketing and business objectives focus on staying relevant and appealing to a new generation of candy lovers, ensuring continued growth and engagement,” he says. “We’re taking a look at generational trends to make sure we’re staying relevant and bringing in new consumers, while also satisfying existing consumers.”

According to Zeng, people love to snack between meals, and its role is expanding as lifestyles evolve, so the team wanted to re-emphasize the brand while developing new products. The company, for example, is studying new formats and textures for its Skittles gummies and Skittles sour gummies.