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.