Skittles is Selling Colorless Candy to Celebrate Pride Month 2020
Katherine Pendrill — May 22, 2020 — Marketing
In honor of Pride Month 2020, Skittles has debuted colorless candy packaging.
As part of its Give the Rainbow campaign, Skittles has ditched the rainbow in favor of some dull grey packaging. While most brands generally take the opposite approach and cover their products in rainbows, Skittles' colorless packaging is meant to signify that only one rainbow truly matters during the month of June. Even the candies inside each package have lost their rainbow and come in a dull grey hue. Of course, you'll still be able to taste the rainbow in the original five fruity flavors.
Skittles has previously debuted this colorless candy packaging in Canada, Germany, and the UK, however, June 2020 marks the first time the brand has launched the initiative in the states.
Image Credit: Skittles.
As part of its Give the Rainbow campaign, Skittles has ditched the rainbow in favor of some dull grey packaging. While most brands generally take the opposite approach and cover their products in rainbows, Skittles' colorless packaging is meant to signify that only one rainbow truly matters during the month of June. Even the candies inside each package have lost their rainbow and come in a dull grey hue. Of course, you'll still be able to taste the rainbow in the original five fruity flavors.
Skittles has previously debuted this colorless candy packaging in Canada, Germany, and the UK, however, June 2020 marks the first time the brand has launched the initiative in the states.
Image Credit: Skittles.
Trend Themes
1. Colorless Packaging - Brands can consider using colorless packaging to make a statement and align with social causes or events.
2. Non-traditional Packaging - Exploring non-traditional packaging can offer brands a unique selling point and stand out on shelves.
3. Minimalism Marketing - Minimalistic or non-traditional packaging can represent a company's branding strategy and differentiate it from competitors.
Industry Implications
1. Food and Beverage Packaging - Companies in the food and beverage industry can explore unique packaging designs to showcase their products.
2. Social Activism Marketing - Non-traditional branding strategies can be used by social activism groups to promote causes and spark conversations.
3. Specialty Event Merchandising - Specialty event merchandise can be created with unique, non-traditional packaging to commemorate the occasion and generate buzz surrounding the event.
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