Skittles have joined brands such as Absolut Vodka and Costa Coffee in showing their support for the LGBT+ community, as the UK – as well as cities around the world – prepares for a season of pride celebrations.
But unusually, the Mars-owned brand has done so by shedding its usual rainbow colour for one weekend only.
With help from creative agency Adam&Eve DDB, it has devised a new campaign which it involved giving out packs of monochrome Skittles to members of the public at London Pride, which took place this weekend.
“So this is kinda awkward, but we’re just gonna go ahead and address the rainbow-coloured elephant in the room,” the brand said in a video to promote the stunt. “You have the rainbow, we have the rainbow, and usually that’s just hunky-dory. But this pride, only one rainbow deserves to be the centre of attention – yours. And we’re not going to be the ones to steal your rainbow thunder… That’s why this weekend, we’re giving up our rainbow. But don’t worry, we’ll still be there to celebrate every colourful minute with you, we’ll just be completely starkers while we do it.”
It has also invested in outdoor advertisements along the route of the pride parade, and a social media campaign using the hashtag #onerainbow ran concurrently with Saturday’s event.
Brands have been quick to show their support for the LGBT+ community as pride season gets under way.
Earlier this month, FoodBev reported that Swedish vodka brand Absolut had created a string of limited-edition bottles featuring the six colours of pride, while Costa Coffee flew barista and Instagram star Mason Salisbury to the UK from Las Vegas to teach a select number of its store staff how to make rainbow coffees.
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