The campaign launched in print today with an open letter addressed to Pride in London, which reads:
“So this is kinda awkward, but we’re just gonna go ahead and address the rainbow-coloured elephant in the room. You have the rainbow … we have the rainbow … and usually that’s just hunky-dory. But this Pride, only one rainbow deserves to be the centre of attention – yours. And we’re not going to be the ones to steal your rainbow thunder, no siree. That’s why this weekend, we’re giving up our rainbow. But don’t worry, we’ll still be there to celebrate every colourful minute with you, we’ll just be completely starkers while we do it. Have a great day, Pride. From Skittles.”
A colourless Skittles float will join in the Pride in London parade on Saturday and Skittles will be giving out monochrome packets along the route. Ads will also be displayed on outdoor sites along the parade route and a social media campaign will run online using the hashtag #onerainbow, with an animated version of the ad created for Facebook and Twitter. It’s a fun campaign and a clever twist on the usual gesture of adopting a rainbow in support of Pride celebrations.
Chief Creative Officer: Ben Priest
Executive Creative Directors: Ben Tollett, Richard Brim
Creatives: Matt Fitch, Mark Lewis
Design: Stanley’s King Henry
Head of Design: Alex Fairman