The Limited-Edition Skittles Pride Packaging Celebrates Community
Michael Hemsworth — May 29, 2024 — Marketing
References: skittles & snackandbakery
This limited-edition Skittles Pride packaging has been unveiled by the brand for Pride Month to help show support for the LGBTQ+ community and donate money towards a good cause this spring. The packaging features the signature rainbow colors that the candy is renowned for and boasts them accented by a series of community-focused images like hands holding one another and more. The branding was created in partnership with NERD Productions and will see $1 donated to GLAAD for every pack of Pride Skittles sold, up to $100,000.
Chief Marketing Officer, Mars Wrigley North America Gabrielle Wesley spoke on the limited-edition Skittles Pride packaging saying, "We know the LGBTQ+ community is one that is comprised of strong, dynamic individuals with a wide array of interests and passions. Our Skittles Pride pack and community celebrations are intended to inspire moments of everyday happiness by celebrating the LGBTQ+ community in a way that lets all unique colors shine."
Image Credit: Skittles
Chief Marketing Officer, Mars Wrigley North America Gabrielle Wesley spoke on the limited-edition Skittles Pride packaging saying, "We know the LGBTQ+ community is one that is comprised of strong, dynamic individuals with a wide array of interests and passions. Our Skittles Pride pack and community celebrations are intended to inspire moments of everyday happiness by celebrating the LGBTQ+ community in a way that lets all unique colors shine."
Image Credit: Skittles
Trend Themes
1. Inclusive Product Packaging - Brands are embracing diversity by designing product packaging that celebrates various communities and fosters inclusivity.
2. Cause-driven Marketing - Companies are increasingly adopting marketing strategies that align with social causes to build stronger connections with consumers and drive positive change.
3. Collaborative Branding Initiatives - Collaboration with creative partners and organizations enables brands to develop unique, impactful campaigns that resonate with broader audiences.
Industry Implications
1. Confectionery Industry - Companies are leveraging special edition products to highlight social issues and engage with diverse communities in meaningful ways.
2. Marketing and Advertising - Innovative marketing that incorporates social causes and community-focused narratives is transforming how brands connect with their audience.
3. Non-profit Organizations - Partnerships between consumer brands and non-profits are driving awareness and funding for important social causes.
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