Skittles + Minus 18 encourage Aussies to look-up + tour World’s Biggest Rainbow via Thinkerbell
Through February and March, Skittles will once again remove its signature rainbow design from packaging to recognise the LGBTQIA+ community. Along with the packaging change, Skittles and charity partner Minus 18 have developed the World’s Biggest Rainbow, an AR rainbow that houses informative tips and content to help improve the lives of LGBTQIA+ communities, developed by Thinkerbell.
Says Micah Scott, CEO and founder of Minus18: “Brands who utilise their platform to drive change are powerful allies in creating a more inclusive Australia for the LGBTQIA+ community. We need their support to deliver programs for free and reach people from every corner of the country.
“Our goal is to reach regional and rural communities that we’ve never had a connection with before, to ensure even the most remote locations have access to this kind of support. We implore all Aussies to unite with us under The World’s Biggest Rainbow this 2022.”
Says Drew Davis, portfolio director of Skittles Australia: “Skittles has been a long-standing supporter of Pride and the LGBTQIA+ community on a global scale. We first launched our Skittles Pride Packs in London in 2016, and they have since been part of critical LGBTQIA+ awareness, education and donation-driving projects year on year.
“This year, we’re incredibly proud to be partnering with Minus18 in Australia. Minus18 are pioneers in providing education and creating positive strides for Pride in regional and rural communities, who are sadly under-resourced and unrepresented. As a member of the PRIDE community who grew up in rural NSW myself, it makes me incredibly proud that we’re able to bring this important campaign to Australia. We hope The World’s Biggest AR Rainbow helps Minus18 increase their visibility across critical areas and affect change for the LGBQTIA+ community.”
Everyone is invited to tour The World’s Biggest Rainbow by scanning the QR code on the Skittles Pride Packs, which will begin rolling out across major retailers nationally from 7 February, 2022 until stocks last.
The experience allows anyone, anywhere, to stand beneath the rainbow and interact with its bands to explore topics like; coming out, pronouns, becoming an ally, celebrating diversity and more.
Says Anjana Khallouf, national head of earned and owned at Thinkerbell: “Working with Skittles and Minus 18 to help stretch the rainbow right around the world has been an amazing experience. Not only is touring the rainbow a colourful, fun experience, but it’s also incredibly educational.”
Client: Mars Wrigley
Partner: Minus 18
Creative Agency: Thinkerbell
AR Production: Zebra
