Mars Wrigley brand Skittles has launched a new product – Pride Packs – to support and celebrate the LGBTQIA+ community.
Aiming to provide education and contributions to LGBTQIA+ communities in regional and rural areas across Australia, Skittles has partnered with Minus18, an LGBTQIA+ non-for-profit organisation, to launch Pride Packs.
Featuring colourless packaging with a QR code linking to augmented reality the ‘World’s Biggest Rainbow’ is printed on the packaging to help open up resources and information from Minus18, along with donations for support of the Australian LGBTQIA+ community.
According to Skittles, the brand will donate up to $30,000 to support the work of Minus 18 for the underprivileged Aussies in the LGBTQIA+ community.
“We first launched our Skittles Pride Packs in London in 2016, and they have since been part of critical LGBTQIA+ awareness, education and donation-driving projects year on year,” said Drew Davis, portfolio director of Skittles Australia.
“This year, we’re incredibly proud to be partnering with Minus18 in Australia, a pioneer in providing education and creating positive strides for Pride in regional and rural communities, which is sadly under-resourced and unrepresented.
“As a member of the Pride community who grew up in rural NSW myself, it makes me incredibly proud that we’re able to bring this important campaign to Australia. We hope the World’s Biggest AR Rainbow helps Minus18 increase its visibility across critical areas and affect change for the LGBQTIA+ community.”
Skittles Pride Packs can be purchased at retailers nationwide.
