In a vibrant celebration of Pride Month, Skittles, the renowned fruit-flavored candy brand under the Mars Incorporated umbrella, has unveiled a series of limited-edition wrappers spotlighting LGBTQ+ and marginalized communities. The initiative, a collaboration with LGBTQ+ artists, aims to illuminate narratives of Pride through visually captivating designs. For each Pride pack sold, Skittles has pledged to contribute $1, up to a cap of $100,000, to GLAAD—an organization committed to advancing LGBTQ+ representation through media.
However, this well-intentioned campaign has ignited controversy within anti-LGBTQ+ circles. Critics, particularly right-wing figures, have called for a boycott of Skittles after discovering the pro-LGBTQ+ and Black Lives Matter themes. This follows a pattern of similar boycotts against companies that support LGBTQ+ rights in 2023. The dispute was sparked by the appearance of packaging featuring individuals congregating at a skate park. The backdrop bears inscriptions like “Black Trans Lives Matter” and “Joy is Resistance.”
Right-wing social media account Libs of TikTok accused Skittles of promoting a “woke” agenda and attempting to influence younger generations toward LGBTQ+ activism. This sentiment was echoed by other conservative voices, who viewed the inclusion of LGBTQ+ and BLM elements in the campaign as a challenge to traditional values.
Skittles, however, is no stranger to championing LGBTQ+ causes. The brand has consistently embraced Pride Month with its ‘Only One Rainbow Matters’ campaign, presenting grey-and-white packaging as an alternative to the iconic rainbow. Despite the backlash, the parent company, Mars Inc, remains steadfast in its commitment to diversity and inclusion. The brand emphasizes its dedication to fostering an environment where authenticity and diversity are celebrated.
The artists behind this year’s Pride collection, including Bianca Xunise, Mady G, Shanée Benjamin, Symone Salib, and Zipeng Zhu, represent the spectrum of LGBTQ+ creativity. Skittles’ bold endeavor to integrate social justice themes into its marketing strategy signifies both a celebration of LGBTQ+ resilience and a bold stance against discrimination. As this debate rages on, the candy brand’s dedication to supporting LGBTQ+ communities remains a cornerstone of its ethos.
