These Skittles Pride Packs Share Stories of the LGBTQ+ Community
Laura McQuarrie — May 3, 2023 — Marketing
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.
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.
Trend Themes
1. 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.
2. 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.
3. Socially Aware Marketing - Supporting social causes and donating proceeds to relevant organizations will become a mainstay in marketing, creating authenticity and goodwill among consumers.
Industry Implications
1. 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.
2. Art and Design - Artists and designers can benefit from collaborations with mainstream brands to gain exposure and showcase their work to wider audiences.
3. 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.
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