The Wrigley Company, a separate representing party of Skittles brand, mass-produced these limited-edition colorless candies in preparation for the month of June, also nationally recognized as LGBT Pride Month. Skittles, iconic for its tagline “Taste the Rainbow,” had been stripped of all color in efforts to promote the legalization of same-sex marriage. In 2019, it conducted a pre-Super Bowl campaign featuring Skittles Commercial: The Broadway Musical, which was performed one time only at The Town Hall in New York City.Ĭontroversy struck over Skittles temporary color change from the candies signature rainbow to white in efforts of supporting the Gay Rights Movement during the 2016 London Pride. In 2018, it produced a Super Bowl commercial that was viewed by only one person. Skittles marketing has become known for its avant-garde viral marketing techniques, particularly in conjunction with the Super Bowl. The move was debated by people interested in social media. On March 2, 2009, Skittles launched a web-based marketing campaign where their official website became a small overlay with options to view different social media sites in the main area, including its official YouTube channel, a Facebook profile, and a Twitter account. Skittles' "taste the rainbow" theme was created by New York ad agency D'Arcy Masius Benton & Bowles. In 1982, domestic production of Skittles began in the United States. They were first introduced in North America in 1979 as an import confectionery. Skittles were first made commercially in 1974 by a British company. The confectionery has been sold in a variety of flavor collections, such as Tropical, Wild Berry, Dessert, Sweet Heat and Sour. The interior consists mainly of sugar, corn syrup, and hydrogenated palm kernel oil along with fruit juice, citric acid, natural and artificial flavors. Skittles consist of hard sugar shells imprinted with the letter " S". Skittles is a brand of fruit-flavored candy, currently produced and marketed by the Wrigley Company, a division of Mars, Inc.
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