During a year when people are social distancing yet desire a sense of togetherness, Skittles is encouraging people to pen letters to one another with a Pride mail campaign. In collaboration with Gay Times and Switchboard, Skittles is helping to connect people with "letters filled with Pride." Although the cancellation of in-person Pride events is devastating for the global LGBTQ+ community, there are initiatives like this one are popping up in the place of physical gatherings.
Those who wish to send a letter can go online and create their special note, then submit it so that it can be printed and securely sent to the recipient of their choosing.
For several years now, Skittles has been "giving up" its rainbow colors to emphasize the one rainbow that matters most during Pride Month.
What Makes This Trend Stand Out
- Pride Mail Campaigns
- Encouraging personal connection through handwritten letters during events or holidays is a trend with a potential for rekindling other traditional forms of communication.
- Virtual Pride Initiatives
- Virtual pride events and campaigns that cater to the current restrictions have a potential of becoming a trend even after the end of the pandemic.
- Brand Alignment with Social Issues
- Brands aligning themselves with social issues and human rights movements is a growing trend that has the potential to create long-lasting impact and loyalty with the younger generation.
Sectors Adopting This
- Marketing and Advertising
- The marketing industry has an opportunity to create campaigns that connect people through written communication, such as letter-writing campaigns which can lead to higher levels of emotional engagement with the target audience.
- Event Planning
- Event planners have an opportunity to explore virtual event offerings, which are becoming increasingly popular as many events are being cancelled or postponed due to COVID-19 restrictions, while still providing a sense of community.
- Food and Beverage Industry
- The food and beverage industry has an opportunity to align their brand with social issues and movements, as Skittles did with their giving up of rainbow colors during Pride Month, potentially generating positive brand recognition and loyalty among consumers.
