Public Outrage Over GLAAD Partnership Causes Skittles’ Woke Marketing to Backfire

Skittles is facing public backlash after partnering with GLAAD (the Gay & Lesbian Alliance Against Defamation) and incorporating ‘Black Trans Lives Matter’ messaging on its packaging. This decision has caused a wave of criticism on social media, particularly Twitter.

This is not the first time Skittles has collaborated with GLAAD. For the past four years, the candy brand has been working with the organization to amplify and celebrate stories from the LGBTQ+ community.

However, this year’s approach seems to have backfired. Many consumers are expressing disappointment and frustration, viewing it as an insincere marketing strategy.

The controversy centers around Skittles’ limited edition Pride Packs. In previous years, the packets were all-gray to symbolize support for the LGBTQ+ community. However, last year they introduced designs by five LGBTQ+ artists representing their daily experiences of seeing the rainbow.

The inclusion of phrases like ‘express urself’ and ‘Black Trans Lives Matter’ on the packaging has not been well-received by some members of the public. Some customers have even vowed to stop buying Skittles products as a response to what they see as a shift towards ‘woke’ marketing.

Critics have drawn parallels between Skittles’ situation and the Bud Light marketing disaster, which resulted in a $390 million loss in sales for Anheuser-Busch. Bud Light’s decline was attributed to a widely criticized partnership with Dylan Mulvaney.

Senior Director Justin Hollyn-Taub, from Skittles, has expressed the brand’s commitment to advocating for the LGBTQ+ community. However, public reaction indicates that the company’s approach may need reevaluation.

Despite the backlash, the standard Skittle packaging remains available in stores, and the Pride Pack series can be found at selected retailers.

In response to the criticism, Skittles has pledged to donate one dollar, up to $100,000, to GLAAD’s work and programs in fighting discrimination. However, it remains to be seen whether this move will be enough to appease the public and restore faith in the candy brand’s commitment to genuine allyship and diversity.

As of now, Mars Inc., the parent company of Skittles, has not commented on the ongoing controversy.

This article appeared in TheDailyBeat and has been published here with permission.

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Written by Western Reader

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