Squishing Skittles Gummies may be the new home workout trend
Brand channels '80s-era workout videos in new ads from DDB
May 17, 2021
Skittles might be one of the last brands one might expect to use a workout theme for its marketing, but it’s channeling exercise videos of the 1980s and 1990s to promote the gummy version of the candy.
“Squish the Rainbow” shows a small group of people wearing headbands and leotards following along as an instructor shows them how to squish Skittles Gummies with their fingers.
In another spot, a man does the exercise at home on the couch while watching the commercial on TV. There’s also a toll-free number, 1-833-GUMMIES, that continues the premise. A recording of the instruction discusses the “life-changing power of squishing.”
The “Squish the Rainbow” campaign comes from DDB, which has long promoted Skittles with a “Taste the Rainbow” theme.
Mars Wrigley announced Skittles Gummies on social media in late February, but this is the brand’s first major campaign. It launches digitally today and also will be shown on broadcast.