This year, Skittles has taken a different approach, with Straight Forward Design commissioning four artists, illustrators and designers who identity as LGBTQ+ to create four pack designs. The packs received mixed reactions, with some taking to social media to praise the campaign, while critics questioned why Skittles had decided that “whiteness meant equality”. In 20, Skittles worked with advertising agency Adam&EveDDB on a similar campaign, which saw the brand temporarily become “rainbowless”, stripping its packets and sweets of any colour, in a bid to “give up” its rainbow and show that “only one rainbow matters during Pride”, according to the brand. The campaign has been coordinated by studio Straight Forward Design and includes four different designs for the multi-coloured sweets, which have gone on sale exclusively at Tesco as in the lead-up to Pride celebrations starting in May. Skittles has worked with LGBTQ+* designers including Kate Moross and Maia Boakye on a packaging campaign which celebrates Pride 2019.
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