Skittles Did Something Amazing for Pride Weekend in London

The candy company changed its packaging for the weekend ‘Because only one rainbow deserves to be the center of attention — yours

For now, U.K. Skittles won't look like this.

The recent tragedy in Orlando sparked an outpouring of support across the globe, from local Chick-fil-A stores to Pride events across the globe. In London, it was no different. Over June 25 and 26, London erupted in a colorful explosion of support for both Orlando and the LGBT community at large.

Touchingly, Skittles joined in on the love. In honor of Pride in London, Skittles has opted to remove all the rainbows from its packaging and products. Instead, the company will have an all-white look for the foreseeable future.

The brand’s reasoning? As expressed in a full-page advertisement in U.K. papers on June 24, the company does not want to steal any (rainbow) thunder from the Pride movement.

In that letter, the company stresses why it feels the need to remove their rainbow: “Because only one rainbow deserves to be the center of attention — yours.”

This is an amazingly heartfelt and touching move by Skittles. The full video advertisement, complete with the new tagline “give the rainbow, taste the rainbow,” is below: