Already the #1 brand in the ‘chewy’ category, to drive incremental sales among U25s, Skittles launched Squishy Cloudz, their first ‘gummy’ sweet.

At 97% fame in the UK, consumers’ heavy association between Skittles & its chewiness posed a challenge. To disrupt this preconceived notion and drive differentiation from well-loved ‘gummy’ competitors Haribo & Percy Pigs amobdst U25s, we needed to find a way of over-emphasising Squishy Cloudz’ unique texture while keeping true Skittles’ DMS.

To ‘disrupt the predictable’ of Gen Z snacking habits and drive trial, we released ‘Oliver Squish the pufferfish’ - the fish-ical embodiment of humans’ innate urge to squish - into the social slipstream.

Skittles’ absurd ToV & Oliver’s emphatic demand to be squished was on the right side of weird to hook into GenZ’s impulsive nature. The squishy pufferfish successfully dramatised the squishy texture of Squishy Cloudz, intercepting Gen Z’s scrolling thumbs through the anthropomorphised product

It’s just another ordinary day in the life of some guy in a sweater vest.

Suddenly the peace is broken by a rainbow-coloured fish whose sole purpose in life is to get squished.

Adorned with a unicorn horn and horrible table manners, the fish repeatedly demands to be squished.

Finally the man in the sweater vest can resist no more. Dutifully he obliges, pulling the fish from the tank & squishing it.

This sends Squishy Cloudz gushing from the fish’s mouth into a twee wooden bowl – an operatic note punctuating the dramatic crescendo of this tangled tale.

The titles appear ‘Squish the rainbow - Taste the rainbow’ we cut back to the man and his sweater vest, who’s clearly taken full advantage of his squishy fishy.

Impact: Squishy Cloudz Fruits and Sours became the #1 and #2 NPD in the category in 2022

Reach: 14M+

Engagement: It made thumbs impulsively halt their mindless scroll, unable to resist the urge to comment:

“What if this is the only evidence left of human existence” - e.waters.04

“I’m saving this so when [I] wake up i know it’s not a fever dream” - _crimsonkiss

“Juicy juicy squishy squishy” - iamsuzied

“Who thought of this. are they ok.” - f.0rrk

Achievement against objectives: To drive trial & increase penetration - campaign resulted in 60% ROS vs core Fruits and 56% contribution to total Skittles value growth since launch.