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.
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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.