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Edited by: TJVNews.com
Skittles, the beloved rainbow-colored candy, is finding itself at the center of a storm as it faces backlash from conservative circles over its new “woke” pro-LGBTQ+ packaging, as was reported by the New York Post on Sunday. The company’s recent decision to collaborate with the Gay & Lesbian Alliance Against Defamation (GLAAD) has ignited controversy and prompted some conservatives to call for a boycott, citing concerns about “wokeness” and political activism, the report added.
“@Skittles is trying to turn your kids into BLM & LGBTQ+ activists,” one online user tweeted on Libs of TikTok, as was reported by the Post. “Their packaging also features a drag queen.”
“Skittles have gone completely woke.” Twitter user InnerPeaceKarma was more succinct, the Post report said. “Boycott Skittles,” they tweeted. “Simple.” But Saturday night, the post had 1.8 million views.
Skittles’ parent company, the Wrigley Company, which is owned by Mars Incorporated, embarked on a journey to embrace LGBTQ+ inclusivity by introducing new packaging designs featuring LGBTQ-friendly illustrations and messages, according to the Post report. The once-vibrant rainbow-colored packaging was replaced with predominantly black and white packages adorned with slogans like “Black Trans Lives Matter” and “Joy is Resistance.” The Post reported that this change in packaging marked the fourth consecutive year that Skittles partnered with GLAAD to advocate for tolerance and inclusion.
While many brands have been promoting messages of social change and inclusion for years, Skittles’ recent move has attracted heightened attention and scrutiny from conservative quarters. According to the Post report, critics argue that the candy’s packaging and affiliation with LGBTQ+ causes signify an overt political agenda and activism, potentially influencing younger generations. Online platforms have been buzzing with comments from individuals expressing their disapproval and pledging to boycott the candy, the report added.
Skittles is not the first brand to face backlash due to “wokeness” marketing. The case of Bud Light partnering with transgender influencer Dylan Mulvaney led to a significant boycott that reportedly cost Anheuser-Busch billions of dollars, causing its profits to plummet by nearly 30%, as was reported by the New York Post. Florida’s Disney World amusement park and Target stores have also faced anti-gay backlashes. The parallels between this incident and Skittles’ situation have prompted some conservatives to advocate for a similar boycott and have expressed their determination to take their concerns to the company’s bottom line.
“Time to give them the ol’ Budweiser treatment,” Twitter user Phoenix2A responded on Libs of TikTok, the Post reported.
Said another commenter: “Time to Bud Light them.”
In response to the criticism, Melissa Harris, the Vice President of Strategic Partnerships for GLAAD, defended the collaboration between Skittles and the organization. She emphasized that the partnership aims to further dialogue and cultural change, promoting awareness, support, and acceptance for the LGBTQ+ community, the Post report noted. GLAAD’s perspective highlights the intention behind Skittles’ efforts and their commitment to advancing diversity and inclusion.
“The ongoing support and partnership we receive from Skittles helps us advance our critical mission to further dialogue that leads to cultural change,” she said in a statement, as was reported by the Post,
“Skittles’ mission this year to spotlight LGBTQ+ stories is a profound initiative that can maximize awareness, support and acceptance for the LGBTQ+ community while advancing diversity and inclusion.”
It remains to be seen how Skittles will respond to the conservative pushback and whether the controversy will have a substantial impact on its brand image and bottom line.
