案例说明：

文/lemon
 
作为全世界最大的LGBT的庆祝活动，6月25日周六在英国伦敦举行的Pride in London 同志游行着实成为了一场自由的盛大狂欢。LGBT群体不断被社会关注，在不同国家也不断的被认同甚至法律允许同性婚姻合法化。
 
对于品牌而言，这个群体在世界来看都不占少数，如果借此发声，用恰当的形式进行品牌之间的互动，好感不增倒不清楚，但起码能够获得这个群体的认同感。
  
Skittles 彩虹糖这次做了一个最好的“支持”，它自动脱掉了本有的“彩虹”，把它们重新交给了适合的人，然后它自己是这样说的：“Give the Rainbow. Taste the Rainbow.” 
“So this is kinda awkward, but we’re just gonna go ahead and address the rainbow-coloured 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 centre 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 colourful minute with you, we’ll just be completely starkers while we do it.
Have a great day, Pride.
From Skittles.”
 
 
Credits
 
Chief Creative Officer: Ben Priest
Executive Creative Directors: Ben Tollett, Richard Brim
Creatives: Matt Fitch, Mark Lewis
Design: Stanley’s King Henry
Head of Design: Alex Fairman