Skittles + Pride: From retail activation to cultural phenomenon
This is the story of half a decade of Rainbowless Skittles for Pride.
About a retail activation that turned into a cultural phenomenon. And that was just one way our idea was reinvented over the years.
It also turned into a multi-million selling product, an art publicist, a social outreach programme, a charity fundraiser and a restorer of historically significant imagery.
In the cut-throat worlds of retail and PR, we had to constantly reinvent ourselves, to stand out, avoid the conventions of Pride and challenge ourselves to stay ahead...