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

Unilever to divest most of its tea business but keep RTD Lipton

Unilever to divest most of its tea business but keep RTD Lipton

7 Aug 2020

After a nearly seven-month review of its tea business, Unilever announced that it would divest the majority of its €3 billion ($3.5 billion) tea business, which includes tea brands PG Tips, Pukka Herbs and Tazo that generated €2 billion ($2.3 billion) ...

Read more 
Coca-Cola to launch Topo Chico hard seltzer brand in Latin America

Coca-Cola to launch Topo Chico hard seltzer brand in Latin America

6 Aug 2020

The hard seltzer market has seen phenomenal growth and now Coca-Cola is getting into the space with the launch of Topo Chico Hard Seltzer. Coke announced the alcoholic beverage will be released in select cities in Latin America later this year. In 2021...

Read more 
Chobani releases a functional non-dairy beverage

Chobani releases a functional non-dairy beverage

5 Aug 2020

Chobani released a non-dairy probiotic drink to further its efforts to expand out of animal-based dairy. The functional beverage is made with an oat base, has 80 calories, 11 grams of sugar and is made with organic, non-GMO ingredients.

Read more 
Blue Apron co-founder raises $10M to breed a superior chicken

Blue Apron co-founder raises $10M to breed a superior chicken

31 Jul 2020

For decades the American poultry breeding business has been dominated by Cobb and Aviagen. However, Cook Ventures, a new breeder focused on slow-growth, heirloom chickens, may give its two major competitors a run for their money.

Read more 
Following second quarter earnings report, Coca-Cola looks to drop more brands

Following second quarter earnings report, Coca-Cola looks to drop more brands

30 Jul 2020

After Coca-Cola announced the discontinuation of its Odwalla juice brand earlier this month, Coke's CEO James Quincey said during the company's second quarter earnings call that more of the CPG giant’s brands will be on the chopping block in the near f...

Read more 
Study: 2% of Brazil’s soybean farms are responsible for 62% of deforestation

Study: 2% of Brazil’s soybean farms are responsible for 62% of deforestation

29 Jul 2020

A new study published in the Journal of Science found that 20% of soy and 17% of beef imports into European from Brazil may be contaminated with illegal deforestation. Although a substantial figure, this deforestation is linked to a small number of far...

Read more 
Cyclospora cases plague U.S. lettuce industry

Cyclospora cases plague U.S. lettuce industry

27 Jul 2020

On June 20, retailers in nearly all the Midwestern states in the U.S. recalled bagged garden salad products that were linked to an outbreak of Cyclospora infections. As of July 22, the Centers for Disease Control and Prevention reported 641 cases acros...

Read more 
Anheuser-Busch releases Busch Light Apple beer

Anheuser-Busch releases Busch Light Apple beer

24 Jul 2020

It’s not yet fall, but Anheuser-Busch launched an apple-flavored lager under its Busch Light line. This is the first time in 65 years that the Busch Beer brand has released a flavored beer product, and it will be available for a limited time in select ...

Read more 
UK government invests £705 million to fund new border infrastructure and management

UK government invests £705 million to fund new border infrastructure and management

23 Jul 2020

The transition period for the UK out of the EU will end on January 1, 2021, and with it will come the end of a the single market and customs union. To prepare for the exit and maintain trading relations with the EU, the UK government is investing £705 ...

Read more 
Pasture-raised egg producer Vital Farms files for IPO

Pasture-raised egg producer Vital Farms files for IPO

22 Jul 2020

Pasture-raised egg company Vital Farms filed with the U.S. Securities and Exchange Commission (SEC) to raise up to $100 million in an initial public offering. The company plans to use the symbol VITL on the NASDAQ New York stock exchange.

Read more