Skittles Pop’d: The Sweet Spot Between Viral Culture and Brand Consistency

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What happens when a legacy candy brand taps a TikTok-fueled trend? You get Skittles Pop’d—a crunchy remix of the iconic treat and a Gen Z marketing masterclass. Join Ashley Gill, VP of Brand & Content at Mars Wrigley, to discover how Skittles harnessed viral behaviors, playful legal humor, and emotional contradictions to spark curiosity, drive social engagement, and fuel trial among a notoriously hard-to-crack audience.

This session will unpack:

Why Mars embraced the freeze-dried candy craze—and how they made it their own
The strategy behind “Legally Acknowledge the Rainbow” and the interactive digital experiences that followed
Key insights on marketing to Gen Z through transitions, memes, and emotional duality
Metrics that matter: How Mars is measuring the success of this crunchy innovation

If you're a marketer looking to blend trend-jacking with brand consistency, this session is your blueprint for turning cultural shifts into meaningful brand moments.