Skittles gives up the rainbow in June to support Pride Month

10 Jun 2020

Last week was the first week that consumers could no longer “taste the rainbow.” Skittles gave up its rainbow of colors for the month of June to celebrate Pride Month and support the LGBTQ+ community.

In addition to graying out its colorful candies, the company will donate $1 from every package purchased up to $100,000 to GLAAD, a LGBTQ+ media advocacy group.

Skittles gives up the rainbow in June to support Pride Month
Courtesy of Mars Wrigley

Although the colors may be muted, the constellation of flavors that normally fills a pack of Skittles remains untouched. The original five flavors of strawberry, orange, grape, green apple and lemon are all there, they are just all the same shade in the new “Pride Packs.”

This is the inaugural year for the “Give the Rainbow” campaign in the United States, and these limited edition packages will be available at CVS and select Walmart stores. Although this is the first time that Skittles has displayed the messaging that “Only one rainbow matters during Pride,” this marketing effort that removes the brand’s iconic rainbow has been launched in the Canada, Germany and the United Kingdom in previous years.

However, Skittles is not the only brand to celebrate Pride Month by changing up its packaging. In 2019, Anheuser-Busch released a limited edition Bud Light in rainbow-colored aluminum cans and donated $1 from each case sold. Similarly, Kind made over its Dark Chocolate and Sea Salt bars with a colorful wrapper and labels emblazoned with “Kind Pride.”

It is interesting that Skittles took the exact opposite approach and erased all color from both its packaging and product. However, perhaps it is this novel choice that will bring the brand additional attention during a month where many companies reformat the exterior appearance of the products to feature a rainbow.

“We believe that giving up our rainbow means so much more than just removing the colors from our Skittles packs,” said Hank Izzo, vice president of marketing at Mars Wrigley U.S. in a statement, “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.”

Related categories

Related tags

Market News

Related news

Chickpea revolution? Companies looking to innovate could face higher prices as global shortage hits

Chickpea revolution? Companies looking to innovate could face higher prices as global shortage hits

5 Aug 2022

From coffee to ice cream, recent product launches demonstrate how companies are betting on chickpea in the plant-based revolution… but could a global shortage scupper innovation?

Read more 
Swedish food packaging company Tetra Pak exits Russia amid mounting sanction-led supply chain pressures

Swedish food packaging company Tetra Pak exits Russia amid mounting sanction-led supply chain pressures

4 Aug 2022

Tetra Pak has become the latest big company to exit its remaining operations in Russia as the country faces increasing shortages under ongoing sanctions.

Read more 
European soft drinks industry celebrates sugar reduction milestones as the ‘war on sugar’ continues

European soft drinks industry celebrates sugar reduction milestones as the ‘war on sugar’ continues

3 Aug 2022

The European soft drinks sector has achieved a 17.7% reduction in average added sugars since 2015, says its industry association, UNESDA. However, experts warn that the “war on sugar” will intensify from both consumers and governments in the next few y...

Read more 
Diageo unveils plans for €200 million carbon-neutral brewery in Ireland

Diageo unveils plans for €200 million carbon-neutral brewery in Ireland

1 Aug 2022

Diageo has unveiled plans for a €200 million carbon-neutral lager and ales brewery in Ireland – the country’s first.

Read more 
Mexican packaged food companies to feel profit squeeze as inflation continues

Mexican packaged food companies to feel profit squeeze as inflation continues

29 Jul 2022

Mexican packaged food companies are set to feel bigger profitability pressures over the next year as commodities price inflation and slowed growth continues, said credit rating agency, Fitch Ratings.

Read more 
Gut health is the biggest growth area for US personalised nutrition brands

Gut health is the biggest growth area for US personalised nutrition brands

28 Jul 2022

Gut health will be a key growth area for personalised nutrition brands in the US throughout 2023, fuelled by the development of more user-friendly microbiome testing kits and the importance of gut health for US consumers, according to the Nutrition Bus...

Read more 
How (and why) should food brands leverage social media?

How (and why) should food brands leverage social media?

27 Jul 2022

Social media is a powerful and far-reaching tool which allows brands to get closer than ever before to their consumers. To reap its value, brands should closely monitor consumer attitudes on social media and proactively engage with them.

Read more 
Canada rolls out new front-of-pack ‘magnifying glass’ label for high salt, sugar and fat foods

Canada rolls out new front-of-pack ‘magnifying glass’ label for high salt, sugar and fat foods

26 Jul 2022

Canadian authorities have launched a new front-of-package nutrition label designed to help shoppers make more informed product selections as they purchase groceries by highlighting foods high in specific ‘unhealthy’ nutrients.

Read more 
Shifting trends: Analysing the impact of high inflation in India

Shifting trends: Analysing the impact of high inflation in India

25 Jul 2022

Despite food and beverage categories in India feeling the pinch of increasing inflation, the overall outlook remains upbeat as governmental support steps in and evolving consumer purchasing patterns shape the sector.

Read more 
A switch to alternative proteins could be cheapest and highest impact solution to climate crisis – report

A switch to alternative proteins could be cheapest and highest impact solution to climate crisis – report

22 Jul 2022

Shifting to alternative proteins could be the “most capital-efficient and high-impact” solution to today’s climate crisis, according to a new report from Boston Consulting Group (BCG), which suggests more than 30% of consumers are willing to fully swap...

Read more