In an effort to celebrate gay pride in London, Skittles have voluntarily offered to give up the rainbow so that the LGBT+ community can be the sole bearers of the rainbow this weekend.
In an open letter penned to Pride in London, the candy (adam&eveDDB) announced the gesture in newspapers Friday, June 24, 2016 in time to mark the opening of Pride Weekend in England's capital. As Fast Company's CoCreate explains, "while thousands of people will be covering themselves in rainbows for Pride, the brand is showing its support by doing the opposite." This means the brand will be handing out packs of white Skittles as the "starkers" Skittles float participates in the pride parade.
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