Skittles Drains Rainbow Colors from Packaging to Honor LGBTQ Pride

Monday May 25, 2020

The revamped Skittles packaging for Pride 2020
The revamped Skittles packaging for Pride 2020  

In June, Skittles will again remove its signature rainbow design from packaging and the colors from its candies to recognize LGBTQ Pride month, according to a press release.

"For the first time in the U.S., the brand is releasing limited-edition SKITTLES Pride Packs," reads the release. "The packs feature a colorless design with colorless candies inside."

"Part of a 'Give the Rainbow' campaign, the revamped Pride Packs from the Mars candy brand come in gray and white, with labeling that reads, 'Only one rainbow matters during Pride,' reflecting a message shared in years past around Pride," notes a report on the advertising industry website MarketingDive.

The limited-edition offering, previously sold in Canada, Germany and the U.K., will be available at CVS and select Walmart stores in the U.S.

Inside the neutered packaging won't be the usual vibrantly colored Skittles; instead, the packages will feature the original fruity flavors of strawberry, orange, grape, green apple, and lemon. 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.

"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."

"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 U.S. "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."

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