Skittles, known for unnervingly weird adverts and their “Taste the rainbow” tagline, have decided to temporarily ditch all colour from their packaging and sweets in honour of Pride.
For the month of June, the brand is instead pushing this message: “During Pride, only one rainbow matters. So, we’ve given up ours to show our support.”
The sweet flavours remain the same, but making them universally monochrome means every bag is a lucky dip.
On the surface, a well-meaning, celebratory marketing campaign, right? It’s definitely received the thumbs up from some people.
But aside from the fact they now look more like a tablet you’d neck for a headache than vibrantly colourful sweets that, even as a fully-grown man, you can’t help but rapidly devour by the handful until you genuinely feel like you could go for a jog on the ceiling, there have been criticisms of the alternative design.
Why? Because they’ve used white as a symbol for equality, diversity and inclusion. Bit of a tone-deaf own goal as some are concerned.
According to TIME, parent company Wrigley has said they’ll donate to LGBT charities for every pack sold.