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For June 2023’s Pride Month, Skittles is partnering with Audible and LGBTQ+ creators on a limited-time packaging for its candy. Hoping to improve on previous pride efforts that featured colorless packaging, this year’s packaging was designed with the help of artists Zipeng Zhu, Symone Salid, Mady G, Bianca Zunise, and Shanée Benjamin. Additionally, each artist’s story is available to Skittles fans through Esposito’s Queery program.
Skittles will also include QR codes on each package sending consumers to LGBTQ+ literature through Audible, a leading provider of audiobooks and podcasts. Through the partnership, the “5 Listens” collection is also available, curated by the five artists involved in the project.
"The SKITTLES brand is proud to continue our four-year partnership with GLAAD and introduce new collaborations this year with Audible and Cameron Esposito, to help uplift and provide visibility to the LGBTQ+ community," says Gabrielle Wesley, Chief Marketing Officer, Mars Wrigley North America. "The SKITTLES brand is honored to have the opportunity to help amplify voices from the LGBTQ+ community through the power of storytelling, which will help to increase support, generate inclusion, and build community."
Skittles will also donate $1 from each Pride Pack sold to GLAAD, an organization that protests defamatory coverage of the LGBTQ+ community in media.
Read More from Loyalty360 on CSR and the LGBTQ+ Community:
Build Loyalty by Taking a Stand
Giant Food Teams Up with P&G, Kellogg's for E-Celebration of Pride Month
Petco Celebrates LGBTQ+ Community with Expanded Pride Collection
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