Marketing
Skittles launches its ‘Give the Rainbow’ campaign for first time in US
Skittles is removing its iconic colorful branding and giving up its signature rainbow to celebrate the LGBTQ+ community and highlight that during Pride month, only #OneRainbow matters.
From beginning of June and For the first time in the US, the brand is releasing limited-edition Skittles Pride Packs. The packs feature a colorless design with colorless candies inside. As part of the launch, the brand is also announcing a partnership with GLAAD, the world’s leading LGBTQ+ media advocacy group. Owners Mars Wrigley said that during the month of June, $1 per pack purchased will be donated to GLAAD (up to $100k).
“This Pride month, Skittles is removing its rainbow, but replacing it with much-needed conversations about the LGBTQ+ community and a visible stand of solidarity,” said GLAAD president and CEO Sarah Kate Ellis.
“The funding that GLAAD receives from the Skittles Pride Packs will support our news and campaigns program, which tells culture-changing stories of LGBTQ+ people and issues across the media year-round. This year when many LGBTQ+ people will be unable to gather at large Pride events, it’s so important that brands, notables, and other allies find authentic and creative ways to show that they stand with our community.”
The Pride Packs are part of Skittles’ ‘Give the Rainbow’ campaign, which the brand has previously launched in Canada, Germany and the UK.
“While Pride month certainly looks different this year, Skittles is passionate about showing its support for the LGBTQ+ community,” said Hank Izzo, vice president of marketing, Mars Wrigley US. “We believe that giving up our rainbow means so much more than just removing the colors from our Skittles packs 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.”
The limited-edition packs will be available for purchase in Share Size Packs ($1.79) and Medium Stand Up Pouches ($2.59) at CVS and select Walmart stores.
