UK sales of Skittles were declining. As an impulse buy, the confectionery brand needed to be top of mind and more visible in stores. To reach young adults - often light TV viewers – it sought new ways to gain salience and improve retail distribution. In partnership with Tesco, Skittles launched a new product without its famous rainbow branding, to show support for the LGBT+ community’s rainbow flag and create buzz during Pride festival season. The launch generated social sharing and a total 250m impressions - 73% unpaid. In a flat market, Skittles value share rose 4.2%, with dramatic growth in Tesco stores and around Pride. Whilst decreasing in other retailers, distribution in Tesco grew 92%, opening up fresh opportunities to collaborate with the UK’s biggest retailer.