Skittles: Breaking conventions with Pride campaign

Skittles, a fruit-flavoured sweets brand, reversed declining sales in the UK by launching a Gay Pride campaign that removed the brand's rainbow colours from its packaging.

Introduction

This paper is about breaking conventions. The conventions of the agency model, the conventions of branding and now the conventions of effectiveness case studies.

This was not just an advertising campaign, but an idea that changed everything from production techniques to retailer relationships and won awards for everything from packaging design to activation events.

But increasingly, this is what truly transformative communication ideas need to do. To reach beyond the confines of advertising and influence every aspect of a business.

So we won't be excluding things like distribution changes from our results. Instead, we will prove that these impressive...

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