Mars Wrigley continues Pride support with £550k investment

For six years Mars Wrigley has given up Skittles rainbow colours in order for Pride’s rainbow to take centre stage, acknowledging that it is the only rainbow that matters during the LGBTQ+ celebrations.

This year, Mars Wrigley is continuing its commitment to Pride with a new campaign, “Recolour The Rainbow”, which will see the brand re-colour four iconic LGBTQ+ images – restoring them to full colour for the first time ever, and ultimately bringing new life, visibility and celebration to each image.

As in previous years, limited-edition Skittles sharing packs will turn black and white as the brand gives up its rainbow colours to the LGBTQ+ community. The colourless packs are available across grocery and impulse nationwide, remaining on shelf throughout the summer to coincide with scheduled Pride celebratory events.

In the current climate, this year’s Pride is expected to be celebrated in different ways, not just parades, but in smaller settings including picnics, barbeques and parties. The Skittles Pride packs are designed for sharing at these occasions and as a trusted brand within the LGBTQ+ community, ranking No. 2 on the list of brands committed to Pride , consumers will look for this format in retail.

This year’s Skittles Pride campaign is being supported with a more than half-a-million-pound investment that will focus on experiential initiatives and the promotion of togetherness. In addition, there will be in-store activations to support retail customers and drive awareness of Pride and the Recolour The Rainbow campaign partners, Switchboard, Queer Britain and Gay Times.

“Our Skittles Pride campaign is bigger and better every year and this year we are proud to be able to continue to show our support with this unique and important initiative,” said Victoria Gell, Skittles Portfolio Director.

“Skittles Pride packs are stand-out on shelf and we are helping support our customers with disruptive in-store activations designed to drive awareness and sales throughout the summer. Skittles is a brand that resonates with younger shoppers driving +14 per cent brand penetration with under 28-year-olds. Pride is highly relevant with under 25-year-olds so this offers retailers an opportunity to drive relevance with the Gen Z consumer whilst generating awareness.”