In partnership with LGBTQ+ organisations, Switchboard, Queer Britain and Gay Times, the partners have retouched four classic LGBTQ+ images, giving them a colour boost. According to, the candy company temporarily adopted black and white packaging in the United Kingdom and Germany in order to give LGBT pride. Redressing a 2016-initiated brilliantly subversive but in addition extremely divisive marketing campaign the place it totally decolored its well-known rainbow-colored packaging to honor the ‘most necessary rainbow’ (controversial as a result of some perceived the all-white design as selling the. The Skittles are white this month because, as the message on the back of the limited-edition new bag puts it, During Pride, only one rainbow matters. Hank Izzo, Vice President of Marketing for the company explains, Skittles is passionate about showing its support for the LGBTQ+ community. He cites American sweet large Skittles’ work as one the perfect (comeback) examples up to now. This Pride Month in the UK, Skittles and adam&eveDDB are Recolouring The Rainbow. This June, SKITTLES is giving up its signature rainbow by removing the iconic colorful branding to celebrate the LGBTQ+ community and highlight that during Pride, only OneRainbow matters.
It subsequently changed its packaging for Pride, removing the vibrant candy colours.
Skittles has been an ardent supporter of the LGBTQ+ community’s Pride Months throughout the world for very many years, beginning with an open letter in the U six years ago, that it would Give the Rainbow to the LGBTQ+ community because there is only one rainbow that deserves to be seen in June.