Pride AR Surprise
Skittles
Campaign Objective
To celebrate Pride and educate consumers by unlocking an AR studio with artist stories via QR.
Campaign Story
In June 2022, Skittles’ limited-edition Pride candy packs featured QR codes on the packaging. When scanned, each code launched an interactive 3D experience on the user’s phone, revealing personal stories and artwork by LGBTQ+ artists in support of Pride month. The campaign reinforced Skittles’ collaboration with GLAAD and donated proceeds to LGBTQ+ causes.
Execution
Design Pride packs with unique QR codes
Place packs in retail (e.g., Walmart) with displays
Consumers scan QR on bag to launch AR 3D studio showing artist info
Share experience on social media, linking to GLAAD partnership.
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