Skittles are traditionally TV-led, but as our core target becomes harder to reach through this channel alone, we needed to find new ways to make an impression. Our objective was to find a relevant new occasion for Skittles that would resonate with our millennial audience. Our activity focused around Pride in London to help support the LGBT+ community at a time when they need it most.
Solution & Cultural Context:
Why Pride? When people think of Skittles, they think of the rainbow. It’s our most powerful and distinctive brand asset, but there’s a time of year when another rainbow is more important than ours – Pride’s. Rather than protect our most precious brand asset, we wanted to show Pride’s rainbow was the only one that truly mattered. So we got undressed, dropped our colours and gave up our rainbow so Pride’s would take centre-stage.
Location & Scale:
We announced our gesture with an open letter to Pride, which appeared in press and as an animated video online. We stripped the rainbow from our website and social channels and our rainbow disappeared from key digital poster sites along the Pride route. We followed this through the line by rebranding our packaging and even removing the colour from the sweets themselves. And, of course, we were there on the day with a rainbow-less float partying along the parade route with Pride in London.
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