In a bold move to support the LGBT community, Skittles has transformed its iconic rainbow packaging to a striking monochrome design. The candy, famous for its tagline "Taste the rainbow," is now dressed in white packaging with black writing throughout the month of June to honor Pride Month. This initiative is not just a marketing strategy; it’s a heartfelt gesture to show solidarity with the LGBT community.
As part of their campaign, Skittles has released a message that resonates with the spirit of Pride: “During Pride, only one rainbow matters. So, we’ve given up ours to show our support.” This statement underlines the brand's commitment to highlighting the importance of the rainbow as a symbol of diversity and inclusion.
The decision to go monochrome for the month of June is a temporary but powerful statement. The parent company, Wrigley, expressed that this campaign aims to shift the focus from their own rainbow to the vibrant colors that represent Pride. Wrigley emphasizes that both Skittles and the LGBT community share the rainbow as a significant symbol, making this gesture even more meaningful.
- Skittles is known for its vibrant rainbow colors.
- The brand has temporarily changed its packaging for Pride Month.
- The campaign promotes key values like diversity and inclusion.
Last year, during the London Pride parade, Skittles received an overwhelmingly positive response to their #onerainbow social media campaign, which showcased their dedication to supporting the community. This year, the monochrome campaign continues to champion those values while emphasizing the importance of fun and awareness.
Currently, special Skittles packets are only available at Tesco stores in the United Kingdom, allowing fans to participate in this unique celebration. This initiative not only highlights Skittles' commitment to the LGBT community but also encourages consumers to engage with the brand in a meaningful way.
In conclusion, Skittles' decision to embrace a monochrome identity during Pride Month serves as a reminder of the importance of standing together in support of diversity and inclusion. With this initiative, they encourage everyone to recognize the significance of the rainbow, not just in their branding but in the broader context of society.
