For years, Skittles have been synonymous with a vibrant rainbow of flavors and colors. So, when the brand released a version of their candy where every piece was a uniform, muted grey, it naturally sparked curiosity and conversation. This was no mere marketing gimmick; it was a deliberate and impactful statement of solidarity with the LGBTQIA+ community during Pride Month. But why grey, specifically? And what was the underlying message behind this bold and unexpected choice? Let’s delve into the story behind the grey Skittles and understand the depth of their meaning.
The Core Message: Giving the Rainbow to Someone Else
The central idea behind the grey Skittles campaign is profoundly simple yet emotionally resonant: During Pride Month, Skittles chose to “give up” their iconic rainbow to better amplify the voices and visibility of the LGBTQIA+ community. Instead of basking in their own colorful branding, they provided a blank canvas, a neutral backdrop, to spotlight the vibrant and diverse stories of LGBTQIA+ individuals.
This concept is beautifully articulated in the campaign’s tagline: “Only one rainbow matters during Pride. Yours.” This message underscores the importance of celebrating and centering LGBTQIA+ identities and experiences, shifting the focus away from corporate branding and towards authentic representation.
The grey Skittles served as a visual metaphor for this act of giving. They represented the brand stepping aside, consciously de-emphasizing their own identity to make room for the voices that truly matter during Pride Month. The choice wasn’t about aesthetics; it was about actively demonstrating support and solidarity.
A History of the “Give the Rainbow” Campaign
The “Give the Rainbow” campaign was not a one-off initiative. It has evolved over several years, each iteration building upon the foundation of previous campaigns and deepening the brand’s commitment to supporting the LGBTQIA+ community.
The initial launch of the grey Skittles can be traced back to 2017 in the UK, created by the advertising agency adam&eveDDB. The impact was immediate. The stark contrast of the grey candies against the usual vibrant packaging made the campaign instantly noticeable and sparked widespread discussion. The initial reaction was of curiosity, but the message behind the campaign soon became clear.
The campaign was expanded to other countries including Canada and the United States in subsequent years. Each year, the campaign incorporated different elements, but the central theme of “giving the rainbow” remained consistent. For example, some years featured limited-edition packaging highlighting LGBTQIA+ artists and stories.
This long-term commitment demonstrates that the “Give the Rainbow” campaign is not merely a fleeting marketing ploy. It signifies a genuine effort to contribute to a more inclusive and accepting society.
Beyond the Grey Candy: Supporting LGBTQIA+ Artists and Organizations
The impact of the “Give the Rainbow” campaign extends beyond the visual symbolism of the grey Skittles. The campaign has consistently incorporated initiatives aimed at supporting LGBTQIA+ artists and organizations.
Each year, Skittles has partnered with LGBTQIA+ artists to design limited-edition packaging for the grey Skittles. This provides a platform for these artists to showcase their work and share their stories with a wider audience. The artists receive recognition and compensation for their contributions, further demonstrating the brand’s commitment to supporting the LGBTQIA+ community in a tangible way.
In addition to supporting artists, Skittles has also partnered with LGBTQIA+ organizations, donating a portion of the proceeds from the grey Skittles to these groups. These donations help fund vital programs and services that support LGBTQIA+ individuals, such as mental health resources, advocacy efforts, and community centers. This financial support is crucial for organizations working on the front lines to promote equality and inclusivity.
The Social Impact and Reception of the Campaign
The “Give the Rainbow” campaign has generated a significant amount of discussion and debate, both positive and negative. It’s important to examine the social impact and reception of the campaign to understand its effectiveness and potential pitfalls.
On the positive side, the campaign has been praised for its bold and creative approach to supporting the LGBTQIA+ community. Many appreciate the message of solidarity and the conscious effort to amplify LGBTQIA+ voices. The campaign has also been lauded for its commitment to supporting LGBTQIA+ artists and organizations.
However, the campaign has also faced criticism. Some argue that it is a form of “rainbow washing,” where companies superficially support LGBTQIA+ rights to improve their image without making meaningful contributions. Others have questioned whether the campaign truly benefits the LGBTQIA+ community or simply serves to boost Skittles’ brand recognition.
It’s crucial to acknowledge these criticisms and to recognize that no marketing campaign is perfect. However, the “Give the Rainbow” campaign has consistently demonstrated a genuine commitment to supporting the LGBTQIA+ community through its various initiatives, including supporting LGBTQIA+ artists and donating to LGBTQIA+ organizations.
Analyzing the Criticism: Rainbow Washing or Genuine Support?
The debate surrounding “rainbow washing” is a valid and important one. It’s essential to critically examine the motives and actions of companies that express support for LGBTQIA+ rights. Are they truly committed to promoting equality and inclusivity, or are they simply trying to capitalize on a trending social issue?
In the case of the “Give the Rainbow” campaign, there are several factors that suggest genuine support. The campaign has been running for several years, demonstrating a long-term commitment to the LGBTQIA+ community. The campaign has also involved concrete actions, such as supporting LGBTQIA+ artists and donating to LGBTQIA+ organizations.
These actions go beyond superficial marketing tactics and indicate a genuine desire to make a positive impact. While it’s important to remain critical of corporate involvement in social issues, it’s also important to recognize and appreciate genuine efforts to support marginalized communities.
Ultimately, the effectiveness and impact of the “Give the Rainbow” campaign will be judged by the LGBTQIA+ community itself. Their voices and perspectives are the most important in determining whether the campaign is truly making a difference.
The Design and Production of Grey Skittles
Creating grey Skittles is not as simple as just removing the colorings from the original candy. The process involves careful consideration of the ingredients and manufacturing processes to ensure the same taste and texture as the regular Skittles, without the use of artificial colors.
The ingredients remain largely the same as regular Skittles: sugar, corn syrup, hydrogenated palm kernel oil, less than 2% of citric acid, tapioca dextrin, modified corn starch, natural and artificial flavors, sodium citrate, carnauba wax. The key difference is the elimination of the artificial colors that create the rainbow.
The manufacturing process is also altered to remove the coloring step. This requires careful adjustments to the production line to ensure that the candies are not contaminated with color from other products. The result is a consistent grey color across all the Skittles, maintaining the integrity of the product while delivering the campaign’s message.
The Taste of Grey Skittles: Do They Still Taste Like Skittles?
A common question about the grey Skittles is whether they still taste like Skittles. The answer is yes! The flavor profiles remain the same, even without the visual cues of color.
Each grey Skittle retains the distinct flavor of its original counterpart: strawberry, lemon, lime, orange, and grape. The absence of color allows consumers to focus purely on the taste, perhaps even enhancing their perception of the different flavors. This blind taste test experience further reinforces the campaign’s message of prioritizing substance over appearance.
The taste of the grey Skittles is a testament to the meticulous production process, ensuring that the same familiar and beloved flavors are preserved, regardless of the color change. This attention to detail demonstrates the brand’s commitment to delivering a quality product while simultaneously making a powerful statement.
Skittles’ Commitment to Diversity and Inclusion
The “Give the Rainbow” campaign is just one example of Skittles’ broader commitment to diversity and inclusion. The brand has consistently supported various initiatives aimed at promoting equality and acceptance.
Skittles has partnered with numerous organizations that work to support marginalized communities, including those focused on LGBTQIA+ rights, racial justice, and gender equality. These partnerships involve financial donations, employee volunteerism, and collaborative campaigns to raise awareness about important social issues.
The brand has also made efforts to diversify its workforce and create a more inclusive workplace culture. This includes implementing policies that promote equal opportunities for all employees, regardless of their background or identity. These efforts demonstrate a commitment to fostering a workplace where everyone feels valued and respected.
Skittles’ marketing campaigns have also increasingly reflected the diversity of its consumer base, featuring people of different races, ethnicities, sexual orientations, and gender identities. This representation is important for ensuring that everyone feels seen and heard.
Other Brands Following Suit: The Rise of Purpose-Driven Marketing
Skittles is not the only brand that has embraced purpose-driven marketing. In recent years, more and more companies have recognized the importance of aligning their brands with social causes and values.
This trend is driven by several factors, including the increasing awareness of social issues, the growing demand for corporate social responsibility, and the power of social media to amplify both positive and negative brand messaging. Consumers are increasingly likely to support brands that share their values and to boycott those that do not.
Examples of other brands engaging in purpose-driven marketing include Nike’s support for Colin Kaepernick and Ben & Jerry’s advocacy for social justice. These campaigns have generated both praise and criticism, but they have also sparked important conversations and contributed to positive social change.
Purpose-driven marketing is not without its risks. Brands that engage in this type of marketing must be authentic and transparent, and they must be prepared to face scrutiny. However, when done well, purpose-driven marketing can be a powerful tool for building brand loyalty, driving social change, and creating a more just and equitable world.
In conclusion, the grey Pride Skittles are more than just a marketing campaign. They represent a deliberate and impactful statement of solidarity with the LGBTQIA+ community. By “giving the rainbow” to those who need it most during Pride Month, Skittles has demonstrated a commitment to amplifying LGBTQIA+ voices, supporting LGBTQIA+ artists and organizations, and promoting diversity and inclusion. While the campaign has faced some criticism, its overall impact has been positive, contributing to a more inclusive and accepting society. The campaign’s legacy will undoubtedly continue to inspire other brands to embrace purpose-driven marketing and to use their platforms to promote positive social change.
Why did Skittles release grey Pride Skittles?
Skittles released grey Pride Skittles as part of their Pride campaign to show support for the LGBTQ+ community. The absence of the usual vibrant colors on the Skittles is a symbolic gesture. By removing their own rainbow, they are giving the spotlight to the LGBTQ+ community, whose rainbow flag represents the diversity and beauty within their own community.
This decision was intended to convey that during Pride Month, it’s not about Skittles promoting themselves, but rather about providing a platform to amplify the voices and stories of LGBTQ+ individuals. The grey Skittles serve as a blank canvas, allowing consumers to focus on the messages and stories shared through the campaign, rather than being distracted by the brand’s typical colorful branding.
What is the message behind the grey Pride Skittles?
The primary message behind the grey Pride Skittles is to highlight and celebrate the diversity within the LGBTQ+ community. By removing their own rainbow, Skittles aimed to underscore that Pride is not about them, but about the LGBTQ+ community’s multifaceted identities, experiences, and struggles.
The campaign encourages consumers to “Give the rainbow back” to the LGBTQ+ community, meaning to amplify their voices, support their rights, and recognize their unique identities. The grey Skittles are a visual representation of that act of giving back, drawing attention to the importance of listening to and celebrating LGBTQ+ individuals during Pride Month and beyond.
Are the grey Pride Skittles a different flavor than regular Skittles?
No, the grey Pride Skittles are not a different flavor from regular Skittles. They are the same flavors as the original Skittles, just without the colored coating. All of the Skittles in the grey package have the standard fruit flavors that consumers expect from Skittles.
The change is purely visual and symbolic, designed to draw attention to the message of supporting the LGBTQ+ community. The decision to keep the same flavors reinforces that the only thing different about the Pride Skittles is their appearance, emphasizing the importance of looking beyond the surface and recognizing the shared humanity of all individuals.
How does Skittles support the LGBTQ+ community beyond selling grey Skittles?
Beyond selling grey Pride Skittles, Skittles supports the LGBTQ+ community through partnerships with LGBTQ+ organizations and by providing platforms for LGBTQ+ individuals to share their stories. They have collaborated with organizations that offer resources and support to the community, donating funds and raising awareness for their initiatives.
Furthermore, the Pride campaign features stories and artwork created by LGBTQ+ artists and creators, providing them with a platform to express themselves and connect with a wider audience. These initiatives demonstrate a commitment to ongoing support, rather than just a one-off marketing campaign, contributing to meaningful change and visibility for the LGBTQ+ community.
Have the grey Pride Skittles been controversial?
Yes, the grey Pride Skittles have generated some controversy. While many people appreciate the message of solidarity and support for the LGBTQ+ community, others have criticized the campaign as performative activism or “rainbow washing,” suggesting that it’s a superficial gesture without genuine commitment to the cause.
Some critics argue that companies should focus on concrete actions, such as advocating for LGBTQ+ rights and donating to LGBTQ+ organizations, rather than relying solely on symbolic marketing campaigns. The debate highlights the complexities of corporate social responsibility and the importance of businesses demonstrating genuine support for the communities they claim to represent.
Where were the grey Pride Skittles available?
The grey Pride Skittles were typically available for purchase during Pride Month in select locations, primarily in countries that widely celebrate Pride. Availability often included specific retail partners and online platforms, allowing consumers to easily find and purchase the special edition Skittles.
Availability was also generally concentrated in areas with significant LGBTQ+ populations and strong support for Pride Month celebrations. This strategic distribution helped to maximize the campaign’s visibility within the communities it aimed to support and resonate with.
What are some other examples of brands supporting Pride Month?
Many brands show support for Pride Month through a variety of initiatives. Some companies release limited-edition Pride-themed products with a portion of the proceeds donated to LGBTQ+ organizations. Others implement internal policies to promote diversity and inclusion within their workforce, ensuring a safe and equitable environment for LGBTQ+ employees.
Beyond product releases and internal policies, some brands also partner with LGBTQ+ influencers and activists to amplify their voices and share their stories. These partnerships can range from sponsoring events to creating content that raises awareness about LGBTQ+ issues and promotes acceptance and understanding. Ultimately, effective brand support goes beyond superficial gestures and involves a sustained commitment to meaningful change.