Mars’ annual campaign brings back SKITTLES® Pride Packs to support the LGBTQ+ community, but this time with a splash of color.
Taste the rainbow and see it in multiple new ways. For this year’s limited-edition Pride Packs, Mars SKITTLES® is sharing their rainbow with six LGBTQ+ artists to add a splash of color to promotional packaging.
This will be the third year that SKITTLES® Pride Packs feature all-gray packaging and candies to celebrate Pride Month in June. However, it’s the first time that the special packaging sports a bit more color with the help of artists Mia Saine, Ashley Molesso + Chess Needham, Chi Nwosu, Kah Yangni, and Meg Lee. (Meet the artists here)
The limited-edition packs, which have been available at select retailers in May and June in 4-ounce and 15.6-ounce varieties, showcase these six talented artists’ designs across five different packs to spread awareness, build support, and celebrate the LGBTQ+ community for Pride Month. Keeping with tradition from previous years, SKITTLES® is donating $1 to ,GLAAD for every purchase of any brand SKU through July 15 (up to $100,000. For terms and conditions, visit here.)
A dynamic media force, the independent GLAAD organization tackles tough issues to shape the narrative and provoke dialogue that leads to cultural change. GLAAD protects all that has been accomplished and creates a world where everyone can live the life they love.
The Mars Agency provided national support for the campaign through in-store displays, promotional radio spots with iHeartMedia, shoppable social media posts, digital banners, and in-store push notifications.
As in the two prior years, this year’s national activity is supported by a custom campaign at Walmart. Developed and executed by The Mars Agency, the program includes:
- In-store displays
- Digital media driving to a SKITTLES® Pride webpage where visitors can buy all SKITTLES® products, learn about the artists and GLAAD, and download a coloring page
- Outreach across Walmart social channels and through a campaign featuring LGBTQ+ influencers.
New to this year’s Walmart campaign is an augmented reality experience created by The Mars Agency utilizing technology from Blippar. Consumers scan a QR code found on multiple Walmart-specific campaign assets to visit an immersive experience. Within the “Virtual Studio,” visitors see the SKITTLES® Pride Packs come to life, learn more about the featured artists, and download wallpapers. They can also find filters utilizing the artists’ work to share socially.
The SKITTLES® Pride experience was also featured at the Bentonville Film Festival from June 22-25. Founded by Geena Davis and sponsored by Walmart, the festival focuses on diversity and opportunity within the film industry. Karlie Lower, Senior Account Executive, led the planning and execution of Mars Wrigley’s presence throughout the festival. Festival attendees could walk on a rainbow carpet, take a picture in front of a themed background, take home a reusable bag featuring an artist’s design, sample refreshing beverages made with SKITTLES®, and watch a video featuring the artists and their packs before the films.
In another new aspect of this year’s effort, SKITTLES® is participating in Target’s Pride activation, which celebrates brands that support organizations making a difference for LGBTQ+ communities. The exclusive campaign includes in-store displays and digital media driving to a shoppable Target.com webpage.
Additionally, SKITTLES® was a part of Target’s robust activation at the NYC Youth Pride event on June 25, where they hosted a booth to give away Pride Pack samples. Attendees could show their support for the LGBTQ+ community at the booth by creating customizable wearable pins featuring their own personal pronouns and artwork from @kahyangni.
About The Mars Agency
The Mars Agency is an award-winning, independently owned, global commerce marketing practice. With talent around the world, we connect people, technology, and intelligence to create demand and drive profitable, sustainable growth.
