Skittles commit to the rainbow

Skittles is known for creating pleasantly perplexing experiences for fans, and the brand’s newest campaign, Commit To The Rainbow. Taste The Rainbow, does just that. 

Together with creative agency partner OMC, consisting of DDB Chicago and Critical Mass, Skittles created this new campaign to playfully spotlight what is often dubbed “Gen Z's commitment paralysis” by asking them to commit to their love for the brand in the most extreme ways possible.

In this latest iteration of Skittles' iconic "Verb The Rainbow. Taste The Rainbow." brand platform, Skittles created a thought-provoking commercial called Youth. Directed by the award-winning Andreas Nilsson, the film showcases a grandson who willingly gives up his youth to his grandma in exchange for the delicious fruity Skittles. It's a unique and twisted take on commitment that perfectly embodies the Skittles brand.

Rankin Carroll - Chief Brand Officer, Mars said: “The newest campaign from Skittles "Taste the Rainbow" platform urges our Fans to "Commit to the Rainbow" in a new :15 ad called Youth, which is accompanied by a suite of digital and social 'anti-addressable' content. This new campaign delivers a pleasantly perplexing escape from common sense, through an unexpected and over-the-top depiction of Gen Z brand affinity, in the most extreme way possible. It's all designed to engage people of all ages, including our ever-growing Skittles fan base, as we encourage them to share it further, and "Commit to the Rainbow" this fall.”

Colin Selikow - Chief Creative Officer, DDB Chicago adds: “We’re thrilled to create another iteration of our ‘Verb the Rainbow. Taste the Rainbow’ platform, bringing a new way to connect with Gen Z in the absurd fashion Skittles is famous for. Our latest film “Youth” brings a classic Skittles vibe to a new a new generation of fans, giving them the most nonsensical way to commit to the brand.”

In addition to the film, the campaign includes addressable digital and social assets that interrupt people's social feeds, urging them to stop committing to mundane content and instead commit to the Skittles version of it. The “commitment” platform will continue to evolve throughout 2025, inviting Skittles fans to show their extreme commitment to the brand in various media and global markets.