Launching as part of its Give the Rainbow campaign, the Pride Pack will feature tonal grey packaging and a faint red outline on the Skittles branding. The candy itself may follow a similar aesthetic to the company’s previous campaigns — arriving in grey-white and a black — and will be comprised of the original fruit flavors: strawberry, orange, grape, green apple and lemon. On top of giving up its iconic rainbow, $1 USD from each pack sold this June will be donated to the LGBTQ+ media advocacy group GLAAD and Skittles will raise up to $100,000 USD.
“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,” GLAAD President and CEO Sarah Kate Ellis said in a release. “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,” Hank Izzo, vice president of marketing, Mars Wrigley US, added. “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 Skittles Pride Pack will be available at CVS and select Walmart stores in the United States.
During PRIDE only #OneRainbow matters. That’s why we have given up our rainbow to show support for the LGBTQ+ community! For every SKITTLES Pride Pack sold we are donating $1 to @glaad.? pic.twitter.com/mecpWaVhzA
— SKITTLES (@Skittles) May 20, 2020
Elsewhere in food and beverage, watch Boris Yu break bread with MISTERGENTLEMAN in Tokyo.