To celebrate Pride month and support the LGBTQ+ community, Mars Wrigley Confectionery U.S., LLC is launching the Give the Rainbow campaign and releasing special Skittles with the color removed from the packaging and candies, according to the company.
As part of the program, for every pack purchased during June the candymaker will donate $1 to GLADD, the world’s leading LGBTQ+ media advocacy group. The candymaker reports it will give up to $100,000 to the organization.
“While Pride month certainly looks different this year, Skittles is passionate about showing its support for the LGBTQ+ community,” says Hank Izzo, vice-president of marketing for Mars Wrigley U.S. “We believe that giving up our rainbow means so much more than just removing the colors from our Skittles packs and we’re excited to do our part in making a difference for the LGBTQ+ community through our partnership with GLAAD, not only in June, but all year long.”
Pride packs were previously made available in Canada, Germany and the UK, according to Mars Wrigley. While the packaging and product will eschew the brand’s bold colors, the limited-edition item will retain Skittles fruit flavor assortment. Share size Pride packs have a SRP of $1.79, while colorless standup pouches retail for $2.59.