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:
When people think of Skittles, they think of the rainbow. It’s in the "Taste the rainbow" slogan, it’s on the packaging, it’s even seen in the colours of the sweets themselves. 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.
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