It's June, and every brand with a brain in its head is trying to capitalize on LGBTQ pride -- even if it stirs up a little useless internet controversy. Take Skittles. For the past two years ...

In honor of Pride Month, Skittles has removed rainbow coloring from its candies — explaining that “During Pride, only one rainbow matters. So we’ve given up ours to show our support.” ...

This is the story of half a decade of Rainbowless Skittles for Pride. About a retail activation that turned into a cultural phenomenon. And that was just one way our idea was reinvented over the years ...