Skittles gives up rainbow for Pride ‘because only one rainbow matters’

Lily Wakefield May 7, 2021
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Skittles Pride packs

Skittles Pride packs will be available in the US from mid-May. (Mars Wrigley)

As Pride season approaches, Skittles has announced that it will be giving up it’s rainbow again because “only one rainbow matters”.

The limited edition Skittles packs, which were sold in the US for the first time last year, have all-grey packaging and candy and are set to return mid-May.

Although the sweets will be without their rainbow colours, they will still feature the original flavours of strawberry, orange, grape, green apple and lemon.

Skittles, owned by Mars Wrigley, will donate up $1 per pack purchased during Pride month (June) to LGBT+ rights organisation GLAAD, up to $100,000.

Sarah Long, chief marketing officer for Mars Wrigley North America, said in a statement: “Skittles is passionate about advocating for the LGBT+ community, which is why we have chosen to bring back Skittles Pride Packs as a symbol of our cemented efforts and support for the community.

“Through the return of Skittles Pride packs, we emphasise our commitment to not only being a great place to work, where all associates can feel seen and accepted, but also our commitment to people in our communities by continuing to shape a world that is connected, caring and celebratory.

“We are thrilled to continue our partnership with GLAAD to support the important work they do year-round.

“Skittles giving up their rainbow means so much more than just removing the colours from our Skittles packs, and we’re excited to use our platform to do our part in driving visibility for the LGBT+ community, creating better moments and more smiles.”

GLAAD senior director John McCourt added: “For another year, Skittles is giving up its traditional rainbow colours for Pride Month, highlighting its ongoing commitment to supporting and uplifting the LGBT+ community.

“Visibility from beloved brands like Skittles has a powerful and unique opportunity to reach parents and young Americans with calls to stand with LGBT+ people during Pride month and beyond.

“The proceeds from the Skittles Pride packs will help to support GLAAD’s culture-changing work and programs, including our ongoing efforts to work through media to combat anti-LGBT+ discrimination.”

Though the grey Skittles packs only debuted in the US in 2020, similar campaigns have run in the UK and other countries for several years.

Originally the packaging and sweets were white, which prompted complaints about the apparent use of whiteness to denote equality.



More: Pride month, skittles

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