While many marketers attempt to associate almost anything to the LGBT+ Pride rainbow to capitalize on it, Skittles decided to change the game and ditched their rainbow colors because “only one rainbow matters.”
https://www.youtube.com/watch?v=H09yx3n4Q-w
The candy company known for its colorful lentils goes “rainbowless” to honor the LGBT+ rainbow this Pride month. “During Pride, only one rainbow deserves to be the center of attention. So Skittles have given theirs up,” the brand announces in their ad.
They partnered with British retail chain Tesco to offer these white candies in black and white bags for a limited edition in the U.K. Each sale will help raise money for the LGBT+ charity initiatives of Tesco.
Despite the good cause behind it, the candy company’s campaign has yet again divided the internet.
Most people commended and showed their support for the brand.
'Only one rainbow matters' @Skittles have dropped their rainbow colours again in support of LGBT Pride! What an amazing brand! #Pride2017 🌈 pic.twitter.com/chH4ZeEl11
— Pride Cymru (@PrideCymru) June 7, 2017
https://twitter.com/DannaLeAnn/status/875026859649576961
https://twitter.com/RickyVaughnX2/status/875497433819738112
https://twitter.com/beckstaa/status/871805309358137348
Loving that @Tesco #camberley are selling these awesome #pride @Skittles There is always #onerainbow in our house! 🏳️🌈@ajones_ptp pic.twitter.com/tAbCN8yXmS
— Emma M-M (she/they) (@millermccaffrey) June 3, 2017
Others are not having it and accused the brand of racism.
This is soooo fucking stupid.
Why should whiteness mean equality?!
Thats the fucking problem!
We will never have nor want whiteness!! pic.twitter.com/zatBSbSNDA— ToraShae (@BlackMajiik) March 31, 2017
"All the lentils are white in celebration of Pride." Sooooooo to celebrate equality they make white skittles…. how is that not racist?
— Chloe Cowan (@cowan_chloe) April 2, 2017
But some people also defended the brand and shut down racism claims by pointing out that the candies all look white when you take the artificial colors out of them.
https://twitter.com/MusicalJade/status/875056183333277696
https://twitter.com/steveacko1975/status/875378248946941953
https://twitter.com/TheBudde/status/875269082928607232
Anyone complaining that the white #skittles for pride month is racist must think every piece of BLANK white paper is racist too. Dumb shits.
— jilliannnnn (@OMFGitsjillie) June 14, 2017
Every June, we raise the rainbow flag to celebrate Pride Month and embrace the vibrancy of the LGBT+ community. It’s a time where we all take pride in how diverse the world can be without labels, race, color, and gender. Just equality for all.
So, rainbow or no rainbow for Skittles, promoting equality and supporting the LGBT+ community is what we should all be proud of doing. Happy Pride Month, fam!
