SKITTLES® needed to re-energize Gen Z, a group driving food trends but drifting from the brand. Summer was the perfect season—when candy is already a staple of barbecues, road trips, and pool days—to create a new ritual that felt both nostalgic and newsworthy. The classic lemonade stand was ripe for a remix, and no brand was better positioned to flip it on its head than SKITTLES®.

Summer-Ade turned the age-old ritual into a fruit-fueled playground of recipes, influencer mocktails, and shoppable content—anchored by a sweepstakes, a digital “Never Bland Stand,” and even exclusive drinks at Six Flags. Retailers jumped in with custom recipes, cross-category tie-ins, and in-store activations. The campaign delivered viral engagement, reversed share declines, and established an evergreen summer ritual tailor-made for Gen Z.