Skittles: Pride – from retail activation to cultural phenomenon

Skittles, a sweet brand, launched its five-year long campaign, Give The Rainbow, to protect retail space and reach young UK buyers looking for new tastes.

Executive Summary

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...

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