Skittles’ New Pro-Trans, BLM Packaging Prompts Boycott Calls
Skittles unveiled its new packaging that took the “Taste the Rainbow” marketing campaign to an entirely new level.
Skittles’ parent company, the Wrigley Company, which is owned by Mars Incorporated, abandoned the traditional packaging in favor of a new, LGBTQ+ and Black Lives Matter (BLM)-inspired theme. The new package branding depicts primarily black cartoon characters skateboarding on a rainbow next to a drawing of a paper that reads, “black trans lives matter,” and “joy is resistance.”
The packaging was designed in collaboration with the “Gay & Lesbian Alliance Against Defamation [GLAAD] and is the fourth year the candymaker partnered with the organization to promote tolerance and inclusion,” according to the New York Post.
“The ongoing support and partnership we receive from Skittles helps us advance our critical mission to further dialogue that leads to cultural change,” Melissa Harris, the vice president of strategic partnerships for GLAAD said. “Skittles’ mission this year to spotlight LGBTQ+ stories is a profound initiative that can maximize awareness, support and acceptance for the LGBTQ+ community while advancing diversity and inclusion.”
In June, the candy brand released new Pride-themed packaging in several Instagram posts celebrating the month’s rainbow theme.
Popular Twitter account Libs of TikTok, owned by Turning Point USA contributor Chaya Raichik, stated, “Skittles is trying to turn your kids into BLM & LGBTQ+ activists. Their packaging also features a drag queen.”
The candy’s official website inflates this concern, by asking all users their age before “experiencing the rainbow.”
“Not to be chewsy, but first we need to know your birthday to make sure you can handle this much fun,” the website pop-up reads.
Under the “Skittles’ Pride” tab, the website states, “We’ve given up our rainbow so that the LGBTQ+ community can share theirs.” The page concludes by asking users to “share [their] pride story,” using the template below, which asks for a full name, age, location, and of course, pronouns. It also allows users to select a “category,” to place their story in. Options include: “coming out,” “allyship,” “acceptance,” “queer joy,” “inclusivity,” “fun & celebration,” and finally, “queer art & stories.”
The LGBTQ+ activist organization GLAAD is radically in favor of so-called trans rights for children whose parents or guardians are pursuing medical sex change care for their minors.
The new branding hasn’t been well-received in conservative circles online, as many social media users are calling for the company to receive “the Bud Light treatment.”
“It’s engagement farming,” X (formerly Twitter) user Cernovich wrote. “Plus if conservative parents are giving their kids [S]kittles regularly enough that a boycott would work, that’s a big problem. For the parent.”
“Any and all products which support values we don’t support should be boycotted,” Andrew Wilson said.
