Skittles 'Hall of Rainbows'
Integrated Brand Activation (Experiential/PR/Social/Digital/Influencer)
The Mission
By 2019, Mars Wrigley had already been removing the colour from its iconic rainbow Skittles packaging each Pride for years. But this time around, the brand team in Canada wanted to go further in supporting the LGBTQ2S+ community than ever before.
So they challenged Edelman Canada to:
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Generate awareness of Skittles’ support of Pride
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Drive earned media exposure for Skittles
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Help launch the limited-edition Pride Skittles packaging in the Canada with a hyper focus on Gen Z consumers
The Work
We turned a vacant storefront in the heart of Toronto's 2019 pride celebrations (Church Street) into a fully functional wedding venue called the Skittles Hall of Rainbows.
Four couples were officially wed inside the chapel, with Shangela of Ru Paul's Drag Race serving as the Mistress of Ceremonies. Afterward, the general public was invited to tour and enjoy the space while a plethora of digital, influencer and social content scaled the experience to people all over the world.
My Role
Edelman: Vice President, Digital
I was a key part of the 5 person team that pitched Skittles for the chance to devise and execute their 2019 Toronto Pride Campaign.
After we had won the business, I led the digital and influencer teams as we worked alongside a powerhouse team of creatives, account leads and production masterminds (in addition to Skittles' supporting IAT) to ensure this powerful brand moment resonated not only within Canada... but globally as well.
