June is Pride Month, and to celebrate it in the UK, Skittles has made a bold packaging move. In partnership with British supermarket Tesco, they’ve stripped their packages of their rainbow color and revealed an all-white bag with all-white Skittles inside. The flavors are still present, but the colors are just white, so you don’t know which is which.
This isn’t the first time Skittles UK runs the pride promotion. Last year, they posted a Youtube video explaining the move and the purpose behind it in a letter-like announcement to the LGBTQ community.
Dear Pride in London,
So this is kinda awkward, but we’re just gonna go ahead and address the rainbow-coloured elephant in the room. You have the rainbow, we have the rainbow, and usually that’s just hunky-dory. But this Pride, only #onerainbow deserves to be the centre of attention, yours. And we’re not going to be the ones to steal your rainbow thunder, no siree. That’s why this weekend, we’re giving up our rainbow. But don’t worry, we’ll still be there to celebrate every colourful minute with you, we’ll just be completely starkers while we do it. Have a great day, Pride.
While many have praised Skittles for its bold move, some Twitter users have called it racist and claimed it wasn’t inclusive because Skittles chose to make their product all-white.
According to NBC4, a Wrigley spokesperson made a statement about the ordeal, saying, “This campaign allows us to have great fun with our brand while also raising awareness of an important issue.”
“Happiness, fun, and inclusion are at the heart of who we are. Any suggestion that this support for Pride is in any way racist is clearly wrong.”
The official press release is no where to be found on both Wrigley and Skittles websites and social media accounts.
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