For the fourth year in a row, Skittles Pride packs will be going gray to support and celebrate the LGBTQ+ community, and for the 2023 Pride program, the brand is showcasing the works of LGBTQ+ artists. This is the second year that Skittles is partnering with LGBTQ+ artists and this time around, packs will tell the visual stories of Zipeng Zhu, Symone Salib, Shanée Benjamin and more.
On these candy packs, consumers can scan a QR code that will direct them to a site where they can learn more about the artists and their stories.
$1 from each pack sold (up to $100,000) will go toward GLAAD and the organization's efforts to boost and increase visibility for the LGBTQ+ community.
What Makes This Trend Stand Out
- Artistic Brand Collaborations
- Partnering with artists for limited edition packaging design will allow brands to create unique experiences and connect with consumers on a deeper level.
- QR Code Storytelling
- Incorporating QR codes into packaging design to share stories and provide more information about the product will enhance consumer engagement and loyalty.
- Socially Aware Marketing
- Supporting social causes and donating proceeds to relevant organizations will become a mainstay in marketing, creating authenticity and goodwill among consumers.
Sectors Adopting This
- Consumer Packaged Goods
- Food and beverage brands can leverage QR code storytelling and artistic collaborations to differentiate themselves in a crowded marketplace and foster deeper connections with consumers.
- Art and Design
- Artists and designers can benefit from collaborations with mainstream brands to gain exposure and showcase their work to wider audiences.
- Nonprofit Organizations
- Partnering with brands for social awareness campaigns and donating a portion of the proceeds can help nonprofit organizations further their mission and create mutually beneficial partnerships.
