Skittles is giving up its signature rainbow this June.
Skittles says they are removing the iconic colorful branding to celebrate the LGBTQ+ community and highlight that during Pride, only #OneRainbow matters.
For the first time in the U.S., the brand is releasing limited-edition SKITTLES Pride Packs.
The packs feature a colorless design with colorless candies inside.
As part of the launch, the brand is also announcing a partnership with GLAAD, the world's leading LGBTQ+ media advocacy group.
During the month of June, $1 per pack purchased will be donated to GLAAD (up to $100k).
The Pride Packs are part of SKITTLES' "Give the Rainbow" campaign, which the brand has previously launched in Canada, Germany and the UK.
Although you won't see the usual vibrant colors on SKITTLES Pride Packs packaging and candies, the packs will feature the original five fruity flavors of strawberry, orange, grape, green apple and lemon.
The limited-edition packs will be available for purchase in Share Size Packs ($1.79) and Medium Stand Up Pouches ($2.59) at CVS and select Walmart stores.
"This Pride month, Skittles is removing its rainbow, but replacing it with much-needed conversations about the LGBTQ+ community and a visible stand of solidarity," said GLAAD President and CEO Sarah Kate Ellis. "The funding that GLAAD receives from the Skittles Pride Packs will support our news and campaigns program, which tells culture-changing stories of LGBTQ+ people and issues across the media year-round. This year when many LGBTQ+ people will be unable to gather at large Pride events, it's so important that brands, notables, and other allies find authentic and creative ways to show that they stand with our community."
"While Pride month certainly looks different this year, Skittles is passionate about showing its support for the LGBTQ+ community," said Hank Izzo, Vice President of Marketing, 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."