Mars Wrigley supports Pride month with Skittles campaign

By Éilis Cronin in Confectionery 24th June 2021

Mars Wrigley is kicking off a “Recolour The Rainbow” campaign for as part of its continuous support of the LGBTQ+ community.

The campaign sees the brand removing the rainbow colours from its Skittles packs, making them black and white, as well as re-colouring four “iconic” LGBTQ+ images

The featured images are a 1971 Gay Liberation Front protest in Trafalgar Square, a Lesbian Strength March in 1985, including activist Femi Otitoju, and photos capturing Pride events held in New York City in the 1970s.

The images will be donated to Queer Britain, a charity working to establish the first national LGBTQ+ museum.

Th campaign is being supported by a more than half-a-million pound investment, including in-store activity to support retail customers and drive awareness of Pride and the “Recolour The Rainbow” campaign partners – Switchboard, Queer Britain and Gay Times.

Victoria Gell, Skittles portfolio director, said: “Skittles Pride packs are stand out on shelf and we are helping support our customers with disruptive in-store activations designed to drive awareness and sales throughout the summer.

“Skittles is a brand that resonates with younger shoppers driving 14% brand penetration with under 28-year-olds.

“Pride is highly relevant with under 25-year-olds, so this offers retailers an opportunity to drive relevance with the Gen Z consumer whilst generating awareness.”