Skittles: Give The Rainbow

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.

Advertiser: Mars WrigleyBrand: SkittlesAgency: adam&eveDDB LondonCountry: United Kingdom

Objectives

Background

Skittles are a Mars brand that makes sweets – the most impulsive of impulse purchases.

Figure 1: A pack of Skittles

People only pick up sweets...