I’m usually pretty cynical when it comes to corporations aligning with Pride month, but this one actually made me a little weepy. I believe they care.
It’s become pretty common for brands to throw an obligatory rainbow onto their packaging for the month of June and call themselves allies, but this year Skittles reverses that trend by removing their rainbow entirely, turning both its candy and its packaging gray.
“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.”
It’s the first time the brand has done in the States, although they’ve been doing it in the UK for some time.
via Pink News:
The campaign ran for a single weekend, but was so successful that Skittles received requests for the limited edition packs from around the world.
The following year they decided to run it for the entire month of June – but this time around the brand was dogged by criticism that using whiteness to denote equality was racist.
The backlash led to Skittles issuing a statement reassuring consumers that “any suggestion that this support for Pride is in any way racist is clearly wrong
(Photo: Skittles Instagram)