For consumers who are keen to try an ‘utterly disgusting taste experience’, Mars is releasing Zombie Skittles in the US as part of a Halloween campaign.
Each pack of Zombie Skittles features a mix of five fruity flavours: Petrifying Citrus Punch, Mummified Melon, Boogeyman Blackberry, Chilling Black Cherry, and Blood Red Berry.
However, the Halloween-themed twist means that hidden beneath the candy shell of select pieces in the pack is a rotten zombie flavour, which will be revealed only once consumers have started to chew.
According to Mars, “It’s an utterly disgusting taste experience that will elicit strong reactions from anyone and everyone daring enough to try it.”
Rebecca Duke, senior brand manager at Skittles for Mars Wrigley US, said: “Our fans love Skittles not just for its delicious fruity flavours, but for the irreverence and sense of humour for which the brand is known.”
“This Halloween, we wanted to give our fans the ultimate rotten twist on the candy they know and love, challenging them to test their bravery over a bag of Zombie Skittles.”
To complement the launch, Mars has also launched a new marketing effort called the #DareTheRainbow Challenge, which encourages consumers to record their experience as they try and taste the hidden zombie flavour before sharing on Instagram using #DareTheRainbow and @skittles.
Zombie Skittles will soon be available in major retailers across the US in share bags (RRP $1.89), ‘Lay Down Bags’ (RRP $2.49) and Fun Size Bag (RRP $2.99).
© FoodBev Media Ltd 2020
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