Candy brand Skittles has come under fire after teaming up with GLAAD (the Gay & Lesbian Alliance Against Defamation) and making changes to its packaging to incorporate ‘Black Trans Lives Matter’ messaging.

The move has triggered criticism on social media, with some drawing parallels to previous marketing controversies.

Skittles, known for its vibrant colour wheel packaging, joined forces with GLAAD for the fourth consecutive year to support the LGBTQ+ community. The collaboration involves releasing limited edition Pride Packs, which deviate from Skittles’ usual colourful packaging.

The candy company opted for a more subdued design featuring an illustration, departing from its signature colour wheel.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

Mixed reactions and comparisons to previous controversies

The altered packaging has garnered mixed reactions from the public. Some Twitter users applauded the effort as genuine support for the LGBTQ+ cause while others voiced scepticism.

Critics expressed concerns that the move might be perceived as an attempt to profit from social issues. Comparisons were drawn to the Bud Light advertising controversy involving Dylan Mulvaney, which resulted in significant revenue losses.

Skittles has a history of promoting LGBTQ+ inclusivity through its partnership with GLAAD. In previous years, the brand featured all-grey packaging as a symbol of support.

However, the packaging evolved to include designs by LGBTQ+ artists, reflecting their unique perspectives.

While the altered packaging has sparked debate, Skittles remains committed to advocating for the LGBTQ+ community and donates a portion of proceeds to GLAAD’s initiatives against discrimination.