Every June, we witness an onslaught of brand Pride activations dominated by rainbow-centric design schemes and a month-long acknowledgment of a community at risk year-round. Some brands do better than others at authentically and thoughtfully participating in Pride festivities, going beyond surface-level virtue signaling.
A brand whose signature slogan is “Taste the Rainbow” is particularly suited for a Pride campaign that feels genuine to its existing brand identity. Beloved sugar candy SKITTLES has rolled out a spin on their iconic tagline for June, “See the Rainbow,” as part of their year-long initiative in partnership with Meetup to connect members of the LGBTQIA+ community.
The SKITTLES LGBTQ+ Directory, powered by Meetup, consists of many LGBTQ+ groups, events, resources, and more to help people across the country find their community. Like-minded gamers, pickleball players, yogis, bookworms, birders, and much more can use the directory to find local community groups and events aligned with their passions and interests year-round. As part of this commitment to connecting queer community members, SKITTLES is sponsoring five local LGBTQ+ groups across the United States to help shine a light on their organizations, members, and missions. These groups include:
The Queer Big Apple Corps: New York City’s premiere symphonic and marching band provides a supportive and friendly environment for musical and artistic expression for the LGBTQ+ community and allies.
Reeling Film Festival: The Chicago LGBTQ+ International Film Festival recognizes the important contributions that LGBTQ+ filmmakers have made to society, shines a light on the community’s struggles, and uplifts the community’s history.
Urban Bird Collective: Birdwatchers and stewards of nature, the Minneapolis-based group creates safe spaces for the BIPOC and LGBTQ+ communities to enjoy the natural environment while building birdwatching skills.
Bay Area Derby: An LGBTQ+ friendly Bay Area derby league whose mission includes providing inclusive amateur athletic entertainment and competitive roller derby at all levels.
Las Vegas Gaymers: Las Vegas’ premiere gaming group that focuses on providing a safe community for queer and LGBTQ+ gamers.
SKITTLES’s classic packaging has also received a Pride revamp for the month. The company released its annual limited edition “Pride Pack,” designed in partnership with the female and minority-owned production company NERD Productions. SKITTLES is donating $1 of every Pride pack sold (up to $100,000) to GLAAD to support their ongoing efforts to work through media to increase visibility for the LGBTQ+ community.
SKITTLES and GLAAD have joined forces for a Pride Month Donor Matching Campaign. GLAAD donors can receive a limited-edition fanny pack featuring the signature 2024 SKITTLES Pride Pack design. SKITTLES will match all donations up to $25,000, in which the first 500 donors to make a matched gift of $75 or more will receive the fanny pack filled with SKITTLES and patches.
The corporate chokehold on Pride is here to stay, but it’s refreshing to see brands like SKITTLES tapping in with nuance and care.