Why Skittles is using a fake legal agreement to promote new freeze-dried variety

Skittles is adding some legalese to its absurdist marketing. The Mars-owned brand is asking consumers to sign a fake legal document agreeing that its new Pop’d variety are crunchy, not chewy, as part of a new campaign from Omnicom’s DDB Chicago and Critical Mass called “Legally Acknowledge the Rainbow.” Skittles Pop’d are a freeze-dried version of the candy that debuted last fall and was inspired by the TikTok trend of creators freeze-drying candy, according to Ashley Gill, VP of brand and content at Mars North America. Skittles has long been known for quirky campaigns, and the new effort certainly fits its absurdist approach. The eight-page document is filled with odd requests and stipulations, including asking signatories to do an at-home vision test. One clause renders the contract invalid if one of the signatories is actually a “horse under a trench coat.” There is also an addendum to acknowledge that the sour version of Skittles Pop’d is also chewy. The campaign will run exclusively on social media starting today until April 6, directing consumers to sign the document on Skittles’ official website. Consumers are asked to enter their full names and email addresses while agreeing that Mars might use the data to “enhance product and service offerings.” Electronic signatures are collected via a Docusign version of the contract. Once submitted, participants have the option to enter a mailing address or click “Where to buy” to find local retailers selling Skittles Pop’d. Some entrants will be sent free samples. @skittles New SKITTLES POP’D: Crunch so serious, our lawyers got involved. ♬ original sound - skittles Fans can try to sign using their tongue with a custom Snapchat filter, which then directs them to the website. The document identifies Maja Haggstrom as someone prohibited from entering into the agreement. When asked who Haggstrom is and why she cannot sign, Gill stuck with the joke: “On the advice of our lawyers, we decline to comment.” Asked why the brand used the legal stunt, Gill referred to a change Skittles made in 2013 that removed the lime flavor from packages. “We wound up apologizing to 130,880 angry fans live on Twitter,” she stated in an email. “So, this time we chose to address this big change head-on in a way only Skittles could do, with a legally binding contract.” The brand brought lime back in 2021, replacing the green apple flavor, and supported the change with a campaign that included an “apology tour.” Below are clauses and excerpts from the document.

Why Skittles is using a fake legal agreement to promote new freeze-dried variety

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