Skittles Gives Its Rainbow to London Pride Goers

https://youtu.be/EmDzJcpeips

Skittles, the candy famous for inviting us to “taste the rainbow”, has temporarily lost its color. This weekend, the brand is handing out black and white packages of its formerly Technicolor candy. In a clever online commercial, the company says, “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, no siree. That’s why this weekend, we’re giving up our rainbow.” In the spirit of letting Pride’s rainbow shine, a colourless Skittles float will “join in the Pride in London parade on Saturday and Skittles will be giving out monochrome packets along the route,” according to Creative Review. “Ads will also be displayed on outdoor sites along the parade route and a social media campaign will run online using the hashtag #onerainbow, with an animated version of the ad created for Facebook and Twitter.”

What a delicious and inventive way for a brand to celebrate Pride!