London had its Pride parade on Saturday, where one company handed out candy that looked a little wrong.
. @aconnie @Skittles It's real! #onerainbow #Pride2016 pic.twitter.com/yhp5wnxpQj
— Matt Fitch (@Mattfitch81) June 26, 2016
In an unnecessarily political move, Skittles lost their trademark colors for the weekend in London. The company released black-and-white candies because there can only be “#onerainbow” at Pride.
Skittles’ motto is “Taste the Rainbow,” but the advertising agency of adam&eveDBB came up with a way to stay relevant at an event in which rainbows are everywhere. Skittles released the following statement, along with a video:
“So this is kinda awkward, but we’re just gonna go ahead and address the rainbow-colored elephant in the room. You have the rainbow … we have the rainbow … and usually that’s just hunky-dory. But this Pride, only one rainbow deserves to be the center of attention – yours. And we’re not going to be the ones to steal your rainbow thunder, no siree. That’s why this weekend, we’re giving up our rainbow. But don’t worry, we’ll still be there to celebrate every colorful minute with you, we’ll just be completely starkers while we do it. Have a great day, Pride. From Skittles.”
The company also took a colorless float through the parade, masquerading pandering and an obvious marketing ploy as morally righteous support of the LGBT community.
So @Skittles wore white to the party #onerainbow #Pride2016 #PrideinLondon pic.twitter.com/4MpSWxRHxC
— Ryan Lanji (@RyanLanji) June 25, 2016
Just found out @skittles has won the best newcomer award at #PrideinLondon. Great job everyone involved! @aandeddb pic.twitter.com/9dmPZZQprH
— Matt Fitch (@Mattfitch81) June 26, 2016
As usual, Twitter users have WAY overreacted to this news, with one man saying he shed actual tears upon watching the video announcing the campaign:
I cried at this. That should give you insight as to my mood rn. https://t.co/CeoAzV4PKJ #onerainbow
— David Morgan (@thisisdavid) June 24, 2016
The most important question, though, is: how can you know what flavor each Skittle is if they’re all white?
@thegoodcarmah @CTinkX I approve but I am horrified, how am I supposed to organise the colours?
— Nath Alsworth (@NathAlsworth) June 26, 2016
