Skittles is giving up its rainbow in partnership with GLAAD to help raise awareness and donations for Pride Month 2020.
With Pride being canceled this year, brands are stepping up to support LGBTQ nonprofits who are struggling over the loss of income that pride month often brings in.
Every June, a large number of brands roll out special “rainbow” edition products to show their support for LGBTQ Pride Month. But with Pride events canceled across the world, some brands are less interested in participating. That is not the case for Skittles.
The brand that normally bears the tagline “Taste the Rainbow,” is going big by going… colorless. Skittles is giving up the rainbow, removing color entirely from its packaging, and candy, for a partnership with GLAAD. The campaign plays on the concept that “only one rainbow matters during Pride,” the one that represents the diversity and visibility of the LGBTQ community.
While the candy is going colorless, the usual flavors of strawberry, orange, grape, green apple, and lemon remain.
The special edition Skittles will be available for purchase in the US at CVS and select Walmart stores. And it helps to know that Skittles will donate $1 to GLAAD from each rainbow-free pack.
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
In total, Skittles will donate up to $100,000 to GLAAD as special edition products are sold.
“We believe that giving up our rainbow means so much more than just removing the colors from our Skittles packs,” said Hank Izzo, VP 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.”
You might also like
More from Creative Campaigns
Twitter announced it's testing a new ad format in Tweet conversations, serving ads after the first, third, or eighth reply …
Instagram is bringing Reels Ads placements to its Marketing API, available on all current Marketing API versions - without an …