While most brands roll out rainbow-centric products in honor of LGBTQ Pride Month, Skittles took the opposite approach.
Although you can still “taste the rainbow,” you won’t be able to see it.
Read on to learn why the candy company took such a unique approach to supporting the LGBTQ community during Pride Month.
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Skittles go Gray for LGBTQ Pride Month Because “Only One Rainbow Matters”
Every June, numerous brands show their LGBTQ support by rolling out special edition products for Pride Month.
For the most part, these special products feature a nod to the rainbow flag- either by displaying it outright or incorporating the colors.
So, what does a brand like Skittles- known for their rainbow-colored candies- do to celebrate?
Why, remove the rainbow, of course. They stripped all color from their trademark candies and even from most of the packaging itself.
Their “Give the Rainbow” campaign focuses on the idea that only one rainbow truly matters in June, and that’s the LGBTQ pride flag.
“We believe that giving up our rainbow means so much more than just removing the colors from our Skittles packs,” said Hank Izzo, VP of marketing at Mars Wrigley U.S. “and we’re excited to do our part in making a difference for the LGBTQ community through our partnership with GLAAD, not only in June, but all year long.”
Skittles put their money where their mouth is (or perhaps where your mouth is, since we’re talking candy) by partnering with GLAAD.
For each package of colorless candy sold, the company donates $1 to GLAAD (up to $100,000).
You can still taste the rainbow
Don’t worry, Skittles aficionados, just because you can’t see the rainbow doesn’t mean you can’t taste it.
The candies still carry all the flavor that you know and love- strawberry, orange, green apple, grape and lemon.
This year marks the first time that the colorless Skittles are available in the U.S.
Several years ago, they offered pure white limited-edition candies in Canada, Germany and the U.K.
Unfortunately, the move caused controversy, as critics felt the message could be linked to racism and “white pride.”
As Marketing Dive. explains, “The muted approach could read as more appropriate and resonant given the gloomier circumstances of the pandemic.”
Due to the pandemic, the LGBTQ community is unable to move ahead with their annual Pride Parades.
Although many organizations moved to online events, it’s not quite the same.
The gray shades are a fair representation of how many in the community feel about canceled plans.
Sarah Kate Ellis, GLAAD president said, “it’s so important that brands, notables and other allies find authentic and creative ways to show that they stand with our community.”