Skittles

The objective

Driving awareness and inclusion around a key cultural moment

Skittles, proudly part of Mars, is synonymous with its iconic “Taste the Rainbow” tagline, a line that has come to represent the brand’s colourful and experiential nature. In Canada, Pride Month allowed Skittles to deepen its long-standing support of the 2SLGBTQI+ community and its allies. Rainbows have long stood as symbols of love, identity and inclusion for this community, yet in recent years many of these visible markers, from flags to crosswalks, have needed protection and restoration. For Pride, Skittles sought to go beyond a one-off activation and create a visible, lasting impact that celebrated Pride while helping preserve the symbols that embody it.

The solution

Bringing the rainbow to life with high impact solutions

As an effort to stand out, Skittles launched a bold new campaign: ‘Ink the Rainbow’ connecting their signature rainbow with Pride in tangible ways. The brand combined on-ground experiences with TikTok solutions to amplify authentic voices and safeguard symbols of inclusion.

To extend the reach, Skittles activated TikTok’s Out of Phone (OOP) solution in partnership with DIVE, showcasing two Toronto creators on the Atrium billboard at Sankofa Square during the Pride Parade. This first-ever OOP activation for Skittles Canada took inclusive digital storytelling to one of the busiest Pride touchpoints, sparking community support. Additionally, the campaign leveraged targeted In-Feed Ads, using auction campaigns to spotlight creator content and keep the brand’s inclusive message present before, during and after the parade. A mid-tier Creator Package further amplified authentic voices, reinforcing Skittles’ role as a supporter of 2SLGBTQI+ communities nationwide.

On the ground at Pride Toronto, creators captured content from Skittles’ partnership with The Tattour, a mobile tattoo studio, distributing rainbow inspired temporary tattoos. For every tattoo, Skittles donated $1 towards the restoration of Pride crosswalks and murals across Canada.

The results

Creating lasting community impact

Through its Pride activation, Skittles was able to bring inclusive creator content into high-traffic city spaces. Both billboards and In-Feed Ads sustained awareness across Ontario, with overall impressions amounting to 19.2M and achieving an impressive 42% share of voice. Additionally, on-platform videos racked up over 18.5M video views.

By blending Out of Phone placements, targeted In-Feed Ads and creator storytelling, Skittles showed how TikTok solutions can deliver cultural resonance while driving real-world outcomes - truly making Pride visible year-round. Now that’s sweet!