Skittles are known for colorful bursts of candy-coated crunch, but the brand introduced a fresh new experience with Skittles Gummies—and "an uncomfortably soft level" that comes through in a new series of ads. Skittles' Taste the Rainbow is one of the most surreal, absurd advertising campaigns ever, and new spots like Mangaroo, Jellyfish Massage, and Balloon Dog were shot without AI or CGI.
“Gen Z is not the idea: They’re the target. A lot of times people are starting with Gen Z as the idea. Skittles is the brand and Skittles is the voice,” said Katie Bero, group creative director at TBWA. “I think it’s just finding the right stories to tell that hit for them and then delivering it in ways that will reach them, versus trying to over index on, ‘Oh, we have to make sure it feels like this is for Gen Z.’"
