Mars readies Skittles Hall of Rainbows event
Candy company Mars has begun a promotion for its Skittles brand timed to coincide with Pride events in Canada. For a limited time, the company is selling the product in special packaging as Pride Skittles. This is the first time the product extention has been sold in Canada.
As part of the promotion, the brand will conduct an event called the “Skittles Hall of Rainbows” in Toronto on June 22 at which television personality Shangela will host a wedding for four same-sex couples. The brand has also begun an initiative that will send approximately 150 youth to three LGBT summer camp programs: Camp Rainbow Phoenix in Ontario, CampOut in British Columbia and the Youth Project in Nova Scotia. Skittles will also operate an interactive installation at the Vancouver Pride Festival on Aug 4.
“We believe our world is a better place when it's full of smiles and allows everyone to enjoy their most fundamental human right to happiness,” said Jaclyn Sutton, head of strategy and marketing at Mars Wrigley. “The ‘Skittles Hall of Rainbows’ is our way of showing support for and spreading happiness within the LGBTQ2+ community in Canada and we couldn't think of a better host than Shangela, as someone who supports the community in such a positive way.”