Recolour the Rainbow

Skittles wanted to drive renewed awareness, buzz and relevance for the brand in a way that delivered a meaningful impact for the LGBTQ+ community. There was very little imagery from the very first Pride marches – and the few images that existed were in black and white. Recolour the Rainbow saw the brand remove the rainbow from its packs and give it to the LGBTQ+ Community by authentically recolouring imagery from Pride’s history, thus returning visibility and vibrancy to the movement.