With Pride just around the corner, iconic rainbow candy brand Skittles teamed up with GLAAD (the world’s leading LGBTQ+ media advocacy group) for a special initiative to support the LGBTQ+ community. The brand removed its signature rainbow for a limited-edition pack of Skittles to underscore that during pride, "only #OneRainbow matters." The new inclusive candy will still contain the same delicious flavors consumers are accustomed to, and $1 from each package purchased will be donated to the GLAAD organization.
"While Pride month certainly looks different this year, Skittles is passionate about showing its support for the LGBTQ+ community," said Hank Izzo, Vice President of Marketing, Mars Wrigley U.S. "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."
LGBTQ+ Confectionary Initiatives
Skittles Partners with GLAAD to Support LGBTQ+ Community
Trend Themes
1. Inclusive Marketing - Brands partnering with LGBTQ+ organizations to promote and support the community through inclusive marketing campaigns.
2. Social Advocacy - Leveraging brand recognition to support social advocacy causes and drive awareness for important issues.
3. Limited-edition Products - Creating limited-edition product lines to promote and fundraise for charitable causes.
Industry Implications
1. Confectionary - Opportunity for confectionary brands to create limited-edition products and partner with social advocacy organizations for meaningful charitable donations and heightened brand recognition.
2. Marketing - Opportunity for marketing professionals to leverage partnerships with social advocacy organizations to create inclusive campaigns that drive engagement and promote important causes.
3. Non-profit - Opportunity for non-profit organizations to partner with brands to drive awareness and advocacy for important social causes while raising funds through charitable donations and limited-edition product sales.