Skittles is known for its chewy, fruit-flavored candies but in late 2024, the brand launched freeze-dried Skittles Pop’d with a crispy texture—and in 2025, the iconic candy brand playfully invites snackers to “Legally Acknowledge the Crunch.” With freeze-dried candy taking off on social platforms like TikTok, this lighthearted campaign targets Gen Z and spotlights a new experience of a favorite treat.
“Bringing a big change to their favorite candy, no matter how delicious the change may be, was bound to cause some conflicting emotions,” Ashley Gill, VP of brand and content, North America at Mars, told Adweek, “Asking Gen Z fans to sign a contract with their tongue to acknowledge change, or creating work that shows conflicting emotions hints at a POV on the world that Skittles shares with this generation.”