For many years some products and brands have temporarily changed the design of their packaging throughout the year for certain events or seasons, most noticeably for Christmas, Easter, Summer, Valentines Day and Halloween. But this year has seen more brands than ever before think out of the box and do something creatively different for 'Pride', during the month of June. Two of our favourites are 'Skittles' and 'Smirnoff Vodka'.
Skittles entire brand centres around all of the colours of the rainbow, so naturally for them to stand out and do something different, is to strip out all the colour from the packaging! Skittles launched their campaign earlier this month with an open letter to 'Pride';
“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.”
Ironically their mission to not steal the limelight has probably had the opposite effect since their campaign has been given so much attention in the media, but we guess that's the whole point behind any brand doing such things?!
Our other favourite 'Pride rebrand' is Smirnoff Vodka. Already being a minimalist coloured brand, traditionally their rebrand focusses on a burst of colour. Over in the USA, the brand has gone one further and created a limited range of bottles, where every single bottle is different and each contains real photos of couples from around the States. Here in the U.K. a number of bottles have been produced containing colourful illustrations of all couples of different genders and races.
Smirnoff is already asking people to submit their photos for their pride rebranding for 2018, so this is surely set to be a trend that will grow year upon year!
July 22nd will see the first ever 'UK Pride' being hosted in our home city of Hull. We can't wait to attend and be a part of it. Hopefully we'll be seeing some local businesses do something with their brands and logos to celebrate Pride!