"Skittles, taste the rainbow!" That's been the tag line of the candy brand for god knows how long. And though we'll still be able to taste the rainbow, this Pride month we won't be able to see it.
For the first time in the U.S. the company is rolling out its "Give the Rainbow" campaign where they shirk the rainbow colors. It's a bit of a reversal of the typical Pride campaign as most brands wash all their gear in the hues. Instead, Skittle packaging, and the candies themselves will appear grey, while still retaining the Five Fruity Favors they are known for. Basically if you like to divide your snacks up by strawberry, orange, grape, green apple, and lemon, tough luck!
"Only one rainbow matters during Pride," the packaging teases.
In tandem with giving up the rainbow, the label is giving up some coin too. For every pack (Share Size Packs and Medium Stand Up Pouches are included) purchased during June, $1 is going to GLAAD. While that donation will be capped at $100,000, that's still a pretty chunk of change.
“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,” GLAAD President and CEO Sarah Kate Ellis said in a release. “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.”
This, of course, is not the first time Skittles has given up its rainbow; the project has been launched in Canada, Germany, and the U.K. previously.