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Skittles gives up its iconic rainbow colors in honor of Pride month

The Pride Packs are part of Skittles' "Give the Rainbow" campaign that was previously launched in Canada, Germany, and the U.K.

Skittles gives up its iconic rainbow colors in honor of Pride month
Cover Image Source: Twitter/Skittles

Skittles is giving up its signature rainbow in honor of Pride month this year. The popular candy brand is shedding it's iconic, colorful branding in favor of a colorless design and colorless candies to show its support of the LGBTQIAP+ community and highlight that during Pride, only #OneRainbow matters. A part of the proceeds from the limited edition packs sold in the month of June will go to GLAAD, an American non-governmental media monitoring organization that has been at the forefront of cultural change for over three decades, accelerating acceptance for the LGBTQIAP+ community.


According to GLAAD, the Pride Packs are part of Skittles' "Give the Rainbow" campaign that was previously launched in Canada, Germany, and the U.K. From now until the end of June, these limited edition candies will be available for purchase, in sharing packs for $1.79 and medium stand-up pouches for $2.59, at CVS and some Walmart locations nationwide, reports Delish. For every pack of colorless skittles sold, $1 will be donated to GLAAD (up to $100,000). Although these packs will be missing the usual vibrant colors, they will feature the original five fruity flavors of strawberry, orange, grape, green apple, and lemon.



"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," said GLAAD President and CEO Sarah Kate Ellis. "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."

Hank Izzo, Vice President of Marketing, Mars Wrigley U.S., also referred to the cancelation of Pride events due to the ongoing health crisis in his statement: "While Pride month certainly looks different this year, Skittles is passionate about showing its support for the LGBTQ+ community. 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."


While a lot of brands tend to add the colors of the rainbow to their products to celebrate Pride month, seeing as how the original Skittles has already covered that, it makes sense that the brand is taking this unique approach. Meanwhile, as with anything that doesn't concern heterosexual people, many were quick to offer their unsolicited opinions about this gesture honoring the LGBTQIAP+ community. "It’s kinda weird that taking color away from candy makes gay people feel good about themselves. Does that mean gays are colorless people? Confusing tactic. But I guess gay people get treated differently to make them feel accepted," commented Roman Gould who clearly missed the whole point.



"How does removing the rainbow to state the pride rainbow is the only one that matters suggest that gay people are colorless? Do you have no sense? Each subculture has their thing and what is wrong with trying to make a group feel accepted by society that for so long was shunned or made to feel bad, scared & unaccepted? It’s always nice to make people feel good and how is that confusing?" responded Terri Dudash. While that debate is sure to go on until the end of time, the overall response to the Pride Packs has been one of appreciation and excitement.

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