The situation
During Pride month, Skittles has a tradition of giving up its rainbow for the LGBTQ+ community—selling colorless “Pride Packs” to raise money for partners like GLAAD.
Given how the brand is synonymous with its “Taste the Rainbow” tagline, this was a meaningful gesture.
In 2021, however, given the chaotic state of the world and the particular pressures on marginalized communities, the brand knew that, this year, this community needed more than a rainbow.
The solution
In addition to giving the LGBTQ+ community the Skittles rainbow, we also gave them something far more important—the entire Skittles platform.
Working with LGBTQ+ creators in Atlanta, Nashville, Newark, and San Antonio, we created original murals that were adorned with a “QueeR Code” (like a regular QR code, only queer). When scanned, the QueeR Codes unlocked a rich microsite experience that featured work and stories from LGBTQ+ creators all over the country—as well as resources and information for community members and allies.
During Pride month, we took over Skittles’ social-media channels and used them to showcase these creators. Plus, we also got help from the one and only Blair Imani—acclaimed historian, author, educator, and influencer.
The impact
Amplified by an aggressive media relations push across local, lifestyle, and trade outlets, our campaign was a tremendous success—raising awareness for the community and shining a light on the full spectrum of the beautiful LGBTQ+ rainbow.
