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.
Why This Trend Is Growing
- LGBT Supportive Marketing
- Companies can show their support for the LGBT community through creative marketing campaigns and initiatives.
- Community-centered Branding
- Brands can increase customer loyalty by centering their products around the values and beliefs of their consumer base.
- Symbolic Branding
- Brands can use symbols to align themselves with social movements and conceptions of social justice.
Industries Being Reshaped
- Food & Beverage
- The food and beverage industry has an opportunity to create products and initiatives that align with the beliefs and values of their consumers.
- Marketing & Advertising
- Marketing and advertising industries can utilize creative strategies to help their clients show support for social movements and marginalized communities.
- Retail
- Retailers can curate product offerings that demonstrate their support for social justice initiatives and marginalized communities.
