Skittles declared “only one rainbow deserves to be the center of attention”, and therefore shed their famed Skittles rainbow for all-white packaging at London Pride last weekend.
“Only one rainbow matters this weekend… Pride’s. So Skittles UK have given up theirs to show their support,” said a representative for the campaign.
Skittles also debuted an all-white float at the parade and handed out limited-edition black-and-white bags filled with white Skittles.
— First We Feast (@firstwefeast) June 29, 2016
Skittles released an open letter Friday explaining its celebratory packaging.
“So this is kind of awkward, but we’re just gonna go ahead and address the rainbow-colored elephant in the room,” the candy brand’s letter read. “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.”
The letter was accompanied by a video which declared: “We’ve given up our rainbow for Pride
In the U.S., the candy giant tweeted its support for the LGBTQ community.
— Skittles (@Skittles) June 24, 2016