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All case studiesSkittles · 2026 · FMCG
Skittles × My Little Pony
- The challenge
- For the Year of the Horse, how could My Little Pony go beyond the co-branded pack and become part of young people’s New Year?
- The idea
- Turn “seeking a rainbow of luck” into a Douyin experience people can watch, draw, sing along to and make together.
- Our role
- Creative and communications
Execution
Characters
Five colors, five ponies
Each of the five Skittles colors was tied to the personality of one of five ponies, and a New Year song was reworked into “Rainbow Luck, Happy Chinese New Year.”
Join in
Fortune sticks and custom greetings
A “lucky New Year fortune” feed and a “make your own New Year greeting MV” challenge turned good wishes into something people could join straight away.
Spreading
Cosplay, costume, comedy and KOCs
Cosplayers, costume-change videos, comedy and KOC content took the challenge to different circles in turn.
Offline
New Year tune, screens and flash cards
A store New Year tune, screen takeovers and co-branded flash cards carried “rainbow luck” into offline purchase.
Result
The challenge drew more than 726 million plays and more than 106,000 stickers were used.
Project review data, not independently audited; not sales attribution.
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