As rainbows started popping up across the country a few weeks ago in celebration of Pride Month, Skittles — the candy known for its iconic rainbow — went gray. The brand removed bright colors from the candies and packaging of its limited-edition Pride Packs during the month of June, donating $1 from every purchase up to $100,000 to the world’s leading LGBTQ+ media advocacy group, GLAAD.
In partnership with Skittles, Walmart amplified the message of unity by bringing people together in new ways to support the LGBTQ+ community. Walmart Connect worked across the enterprise - including merchandising, marketing, and media - to develop an omni solution that leverages the power of One Walmart to drive relevancy, value and a meaningful experience for customers.
Walmart’s merchandising team ensured Skittles was first to market on Walmart.com and supported with promo displays in more than 4,500 stores across the U.S. They also seized an opportunity to push creative boundaries with a Walmart exclusive WebAR experience. In addition to featuring the brand and the story behind its Skittles Pride Packs on a Walmart Pride landing page, Walmart Marketing organized a series of opportunities for customers to interact with the brand and amplify the message. Examples include Chalk Art Retailtainment events at designated stores, a Walmart Radio interview with noted LGBTQ+ influencer, educator, historian and author, Blair Imani, and support across social media. Lastly, Walmart Connect leveraged Walmart’s deterministic data and insights to secure highly targeted display and search media to support the program, reach customers and amplify the message.
Pride is a moment to celebrate and uplift the LGBTQ+ community through creativity, sense of wonder, and joy and Walmart is committed to working with brands not just as allies, but as companies enabling customers to be their authentic selves. This partnership provides a national platform for customers to demonstrate their advocacy, interact with Skittles, and in turn learn more about how the brand is supporting the LGBTQ+ community and why the “Only One Rainbow Matters mantra exists.
Check out this Skittles campaign on Walmart.com and learn more about Walmart’s broader marketing campaign “Pride & Joy. Spark Love. Extinguish Hate”on our website where you can find everything rainbow for Pride.