In celebration of Pride Month, Skittles has brought back its wrappers and candies stripped of their signature multi colors. The packaging is part of the brand’s "#OneRainbow" campaign that donates $1 to GLAAD for every Pride Pack of Skittles sold (up to $100,000). The idea previously generated controversy when it involved an all-white pack. The brand has since gone with an all-gray look (though some still take issue with it).
In addition to "giving up its rainbow," the Mars Wrigley candy brand is broadening its Pride efforts by showcasing LGBTQ+ creators on a dedicated website www.skittlesqueercodes.com, promoted by murals in cities across the nation.
Skittles partnered with queer artists in Newark, Nashville, Atlanta and San Antonio to create the murals. In diverse styles, the vibrant and be-rainbowed paintings depict celebrants holding up messages like “Proud to Be Southern and Queer” and “Love for All.”
A mural by Jae Lin, which is on display in San Antonio, TX, shows a graphic mountain sunset with the message, “We have always existed. We have always belonged.”
Each work features a "QueeR Code," which is “a QR code, but queer," the brand explains.
The code links to Skittles’ site that showcases stories and content from LGBTQ+ creators across the U.S., like queer author and influencer Blair Imani, makeup artist and mariachi musician Ayan the Makeup Mariachi and drag king Tenderoni.
“Skittles is committed to supporting the LGBTQ+ community,” said Fernando Rodriguez, Mars Wrigley’s Senior Brand Manager, in a statement. “With our QueeR Codes program we’ve focused on increasing visibility around the intersectionality of artists and creators within the LGBTQ+ community, to help shape a world that is connected, caring and celebratory.”