Skittles are traditionally TV-led but given our core target are becoming 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.

The redesign and rebranding of Skittles was the focal point of our campaign. It was important for everything to remain as is (font, placement etc) and simply just replace the distinctive Skittles rainbow branding with black and white keylines across the logo and pack design. We announced our gesture with an open letter to Pride, which appeared in press and as an animated video online. We stripped the rainbow from our website and social channels and our rainbow disappeared from key DOOH sites along the Pride route. We followed this through the line by rebranding our packaging and removing the colour from the sweets themselves. And, of course, we were there on the day with a black and white float partying along the route with Pride in London.