Recolour the Rainbow

Client: Skittles

Skittles’ most recognised brand asset for the past 40 years has been the rainbow. For the last six years, they have chosen to remove the rainbow from their own packs and advertising to support LGBTQ+ Pride as, during Pride, Skittles don’t want their use of the rainbow to get in the way.

Many other brands use the rainbow during pride month and have been accused of “Rainbow-washing” by the LGBTQ+ community, as they fail to do anything to give back. Last year Skittles donated their rainbow to the LGBTQ+ community in a different way, using a sensitive and authentic co-created partnership that demonstrated its long-term commitment. Partnering with Gay Times, Switchboard and Queer Britain, Skittles brought LGBTQ+ history to life and drove ad recall by 42%. By championing Queer Britain, we showed our commitment and drove share of market.