Mars Wrigley Skittles has launched its global Pride Pack in Australia, celebrating and supporting the LGBTQIA+ community. The colourless pack aims to shift focus from its own iconic rainbow to the rainbow Pride flag and features a QR code which takes consumers to an augmented reality experience of the ‘World’s Biggest Rainbow’.
According to Skittles Australia portfolio director Drew Davis, the brand has been a long-standing supporter of Pride and the LGBTQIA+ community around the world.
“We first launched our Pride Packs in London in 2016, and they have since been part of critical LGBTQIA+ awareness, education and donation-driving projects every year,” Davis said.
This year Mars Wrigley is partnering with LGBTQIA+ non-for-profit organisation Minus18 to support young LGBTQIA+ people in regional and rural parts of the country, where resources are limited.
For Davis, the partnership resonates on a personal level.
“As a member of the PRIDE community who grew up in rural New South Wales myself, it makes me incredibly proud that we’re able to bring this important campaign to Australia.
“Minus18 are pioneers in providing education and creating positive strides for Pride in regional and rural communities, who are sadly under-resourced and unrepresented.
“We hope the World’s Biggest AR Rainbow helps Minus18 increase their visibility across critical areas and affect change for the LGBQTIA+ community,” Davis said.
QR CODE
The Pride Packs feature a QR code which takes consumers to an augmented reality of the ‘World’s Biggest Rainbow’. The rainbow opens up resources and information directly from Minus18, along with driving donations for continuous support of the Australian LGBTQIA+ community.
As part of the partnership, Skittles will match community donations up to $30,000, to support the work Minus18 is doing in regional and rural Australia.
Skittles Pride packs started rolling out across major retailers nationally from 9 February, 2022 and are available until stocks last.
SKITTLES SNAPSHOT
- launched in the US in 1979
- more than 200 million skittles produced daily around the world
- long-standing supporter of Pride and is committed to supporting LGBTQIA+ communities globally
- part of Mars Wrigley stable of chocolate and confectionery brands including: M&Ms, Snickers, Maltesers, and Extra;
