Skittles cancels the rainbow for LGBTQ Pride and replaces it with wait, what?

Image: amazo

It’s June, and every brand with a brain in its head is trying to capitalize on LGBTQ pride even if it stirs up a little useless internet controversy.

Take Skittles. For the past two years, the brand has decided to strip color from its candy shells because there’s only “one rainbow” during Pride month. It’s a strange gesture of respect, but nowhere near as weird as what they replaced it with: white skittles.

Just think: White skittles. That’s we’re supposed to celebrate. For a month called PRIDE.

Of course, Skittles by no means wanted to celebrate “White Pride.” That being said, this is the internet we’re talking about, and it’s just classic tonedeaf marketing to imagine that people wouldn’t think otherwise.

Surprisingly, most appear to have understood the brand’s message. And as a card-carrying member of angry Twitter, I’ll be first to admit that I feed onminor branding scandals like this one.

All white everything #skittles #mysterymix #pride

A post shared by Beth Lawson (@bethlawson91) on

I’m not sure why queer people needed a candy company to “donate the rainbow” either, though I’ve heard plenty of foul Grindr-inspired “taste the rainbow” jokes in the past month.

“Only one rainbow matters this Pride, the company said in a statement. Give the rainbow, taste the rainbow. All the lentils are white in celebration of pride. Enjoy the mystery mix.

Taste the pigmentation-free rainbow, and follow it with a shot of meaningless internet controversy.

Aaaaah. Refreshing.

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