In order to support Pride month, the Skittles candy brand did something slightly different than most other brands.
While most companies have been incorporating rainbows into their products or branding due to the fact that they symbolize the Pride movement, Skittles took a different route. As its branding is already based heavily in the fact that its candy is rainbow-colored, the company instead decided to offer only white Skittles. The company accompanied this change with the statement "Only one rainbow matters this Pride. Give the rainbow, taste the rainbow."
The newly designed Skittles candy still features the product's assortment of flavors, but those who purchase it will not know what colors they will be consuming until they actually taste them.
Pride-Celebrating Blank Candies
The Well-Known Skittles Candy Has Dropped Its Colors for Pride
Trend Themes
1. Monochromatic Pride Products - Brands can follow Skittles' lead and create Pride products that are stripped of their traditional rainbow colors, offering a unique twist on the traditional celebration.
2. Non-rainbow Pride Branding - Brands can re-envision their Pride branding to go beyond just using rainbows and find new and creative ways to support the LGBTQ+ community during Pride month.
3. Surprise Products - Creating new products that offer consumers a surprise element, like the mystery flavors in the white Skittles, can increase engagement and interest in the product.
Industry Implications
1. Food and Beverage - Food and beverage companies can create Pride-themed products that support the LGBTQ+ community while also offering a unique and creative twist on traditional Pride branding.
2. Fashion and Apparel - Fashion and apparel companies can explore new and creative ways to incorporate non-rainbow Pride branding into their products and messaging during Pride month.
3. Marketing and Advertising - Marketing and advertising agencies can work with brands to develop Pride campaign ideas that go beyond traditional rainbow branding and offer consumers unique and engaging ways to celebrate Pride.