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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands