Next month the Skittles brand is launching limited-edition Pride Packs, which feature a colorless packaging design and colorless candies inside, to illustrate “only one rainbow matters” during Pride Month.
The Pride Packs are part of Skittles' "Give the Rainbow" campaign, which the brand has previously launched in Canada, Germany and the UK. As part of the launch, the brand is also announcing a partnership with GLAAD, the world's leading LGBTQ+ media advocacy group. During June, $1 per pack purchased will be donated to GLAAD, up to $100,000.
"While Pride month certainly looks different this year, Skittles is passionate about showing its support for the LGBTQ+ community," said Hank Izzo, v.p. 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."
The Pride Packs will feature the original five fruity flavors of Strawberry, Orange, Grape, Green Apple and Lemon. They'll be available for purchase in share sizes for $1.79 and medium standup pouches for $2.59 at CVS and select Walmart stores.
"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."