Skittles Sheds Its Rainbow to Celebrate London Pride

Candy clears the colorway for LGBT revelers in Britain

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Much of Skittles advertising is built around the candy's rainbow profile. But to honor the LGBT pride celebrations in London this past weekend, the brand stripped off its colors. 

"So this is kind of awkward, but we're just gonna go ahead and address the rainbow-colored elephant in the room," reads an uncharacteristically monochromatic open letter from the marketer, addressed to revelers, published in print on Friday. "You have the rainbow … we have the rainbow … and usually that's just hunky-dory. 

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