When you don’t have sweet tooth it is hard to find snacks that can match your low tolerance for sugar. Almost all snacks were made out of sugar, chocolates and other forms of sweeteners. It is the main reason why Skittles stands out from the rest of the group. It is a sweet yet sour candy that comes in a bright rainbow colors. But all of a sudden Skittles became really dull and lost all that rainbow colors.
In an official stamen made by Skittles, they decided to have a different packaging for intended for the entire month of June. As practiced June is the month dedicated for the LGBT community. The LGBT community has the rainbow to represent them because they acknowledged that they are composed of different genders thus constitutes not just a single color but of different colors.
Since the Skittles and the LGBT community share the same kind of color representation, Skittles gladly gave way to the LGBT community. According to them, although the share the same symbol, one has to stand out and celebrate their existence and they give it whole heartedly to the LGBT group.
This is such a remarkable and thoughtful move for Skittles. Although they were branded and known because of their color, they were not afraid to give way to celebrate a significant event for some people. Consumers in return have shown appreciation to what the company did. Their customers admired their sensitive and immediate decision to honor the LGBT community.
Changing brand packaging is a bit risky when it comes to sales and market. Well known and established companies see to it that when they have to change or modify their packaging it needs to be somehow close to the previous design. It is because people shop out of familiarity. When you change your packaging into a totally different concept, chances are your consumers will not be able to recognize your products anymore.
However it is different with the case of Skittles. They dared to risk their sales and their brand in order to commemorate an event. With this making rounds in the internet, Skittles is rest assured that their customers would still remain loyal to them.