In today’s rapidly evolving consumer landscape, European advertisers face a relentless challenge to capture the attention of the digital-savvy Gen Z. The latest trend from the iconic Mars brand, with their new Skittles Pop’d — a freeze-dried twist on the beloved chewy candy — exemplifies the urgency and ingenuity required to adapt to viral consumer phenomena. As Skittles Pop’d embarks on a bold venture into the European market, advertisers must understand its underlying strategy to resonate with young, impressionable consumers entrenched in digital culture.
Understanding the intricacies of Gen Z’s digital consumption is crucial. A cohort known for its brief attention spans and propensity for viral trends, Gen Z seeks authenticity and novelty in their consumer experiences. The phenomenon began when freeze-dried candy emerged as a viral sensation on TikTok in 2024, driven by Gen Z’s thirst for unique and shareable products. Mars seized this opportunity with precision, launching Skittles Pop’d as a strategic development — a significant departure from the familiar texture of their traditional offering. This innovation highlights the importance of agility and timing in capturing new markets and underscores the potential of platforms like TikTok as invaluable tools for gauging market desires.
This strategic pivot goes beyond mere product innovation; it represents a shift in marketing narratives that European brands must embrace. Skittles Pop’d relies on a powerful, dual-faceted campaign: nostalgia intertwined with the allure of the novel. By maintaining the recognizable flavors of Skittles while completely transforming their texture, Mars targets both nostalgic millennials and novelty-seeking Gen Z consumers. This dual appeal is particularly effective in Europe, where there is a strong market for both nostalgia-driven and innovative trends. Local brands can draw inspiration from this approach, reinforcing their product identities while simultaneously experimenting with new experiences that engage young audiences.
“Skittles Pop’d is not just a candy — it’s a cultural moment,” says an imagined Marta Johannsen, a seasoned CMO at a leading European brand consultancy. “Brands that wish to captivate Gen Z must embrace platforms like TikTok with tailored content that speaks their language, while also recognizing the timeless elements that can forge a deeper emotional connection with various generations.”
The strategic insight for European marketers is clear: innovation must be customer-centric, anchored in a deep understanding of shifting digital landscapes. Mars’ successful integration of TikTok-driven trends with their heritage brand demonstrates an essential lesson in modern marketing — that value lies not merely in disrupting the market, but precisely in responding to it with agility and authenticity. For senior marketers, the crux is to balance the appeal to new digital experiences with the brand’s longstanding essence, creating products and campaigns that resonate powerfully across diverse consumer demographics in Europe.
— AdEdge Europe Editorial Team