Mars Wrigley and Skittles are partnering with each other through various events throughout the month of June in the United States. The design of a new packaging in a limited edition to support the LGBTQ+ cause symbolizes, from a marketing point of view, the starting point of the campaign.
The Skittles collector's "Pride Pack" is printed in shades of gray and contains gray candies that retain the brand's original fruity flavors. The message is: "During Pride, only one rainbow matters. Yours. "During Pride, only one rainbow matters. Yours. "Non-resident fans across the country can purchase them at Walmart.com and Target.com.
Skittles' communications program also covers a partnership with LGBT activist and author Blair Imani around diversity and inclusion.
Among the key points of the campaign, which can be found on the site set up for this purpose, are
- influencers' testimonials about their personal stories and anecdotes;
- the promotion of murals exhibited in the United States in cities where Mars Wrigley operates. Created by 4 LGBTQ+ artists, they reflect what the rainbow means to them. On each mural is a flashable multicolored QueeR Code that links to the website.
