Skittles candy is celebrating Pride month by teaming up with Audible to highlight LGBTQ+ stories. In a statement, the candy brand said that the move is part of its ongoing mission to support and increase visibility for the LGBTQ+ community.
Through the partnership, consumers can scan the QR code on any Skittles Pride pack to be directed to a free collection of LGBTQ+ stories, including both Audible Originals and literary classics, as well as special editions of actor and comedian Cameron Esposito’s QUEERY podcast on the audio storytelling platform.
“We’re on a mission to ignite the world’s imagination by bringing stories, ideas, and characters to life,” said James Finn, head of global band and content marketing for Audible. “Teaming up with SKITTLES for PRIDE 2023 epitomizes our focus and passion to elevate LGBTQIA+ voices that deserve to be heard.”
The Skittles Pride Audible collection was curated by multiple teams at Audible in collaboration with the Gay & Lesbian Alliance Against Defamation (GLAAD) and will be available until July 31.
“The SKITTLES brand is proud to continue our four-year partnership with GLAAD and introduce new collaborations this year with Audible and Cameron Esposito, to help uplift and provide visibility to the LGBTQ+ community,” said Gabrielle Wesley, chief marketing officer of Mars Wrigley North America.
Earlier, Skittles unveiled five unique Pride packs designed by artists within the LGBTQ+ community. For every pack purchased, SKITTLES will donate $1 (up to $100,000) to support GLAAD’s work.
Although many companies launch Pride-related products and campaigns to connect with the LGBTQ+ market, particularly around Pride month, some companies’ efforts have recently exposed them to criticism. In May, Target faced backlash over its Pride Collection, while Bud Light received heat over its collaboration with transgender influencer Dylan Mulvaney.
In light of the controversies, an industry advocacy group published an open letter calling on companies to double down on their commitments to the LGBTQ+ community.
