June marked the return of in-person Pride parades and celebrations across the U.S. after a two-year hiatus due to the COVID-19 pandemic. Many brands and retailers celebrated the month-long occasion with philanthropic efforts supporting the LGBTQ+ community, themed collections and limited-edition product launches, and colorful (or in Skittles’ case, lack thereof) marketing campaigns.
Mars Wrigley put its marketing muscle behind an omnichannel campaign for a new variation of its Skittles Pride packs, which historically strip its rainbow and comprise all-gray skittles during June to support the LGBTQ+ community. This year’s pack received a splash of color from six LGBTQ+ artists who crafted original designs that represent how they “see the rainbow” every day. From May 9 through July 15, for every Skittles Pride pack purchased, $1 was donated (up to $100,000) to GLAAD, an organization that works to shape the media narrative for cultural change and LGBTQ+ acceptance.
Target, a strong supporter of Pride Month, again activated its “Take Pride” campaign in-store and online, highlighting its own philanthropic efforts as well as brands that support LGBTQ+ organizations. This year, the retailer also promoted a dedicated page within its website spotlighting the brands, including Mars Wrigley’s Skittles, Mondelez International’s Oreo, PepsiCo’s Bubly and Johnson & Johnson. Target also elevated its own Pride-themed hub online and launched an exclusive Pride product collection.
Walgreens united various brands to fill in-store endcaps exclusively merchandising Pride-themed products or items from brands activating Pride-themed initiatives, including Mars Wrigley’s Skittles, Mondelez International’s Oreo, Kiss USA and licensed Disney merch. One endcap spotted by P2PI also included colorful shelf displays from Coty Inc.’s Sally Hansen and CoverGirl promoting their respective GLAAD collaborations.
Pernod Ricard’s Absolut doubled down on its support for the LGBTQ+ community with the launch of “Out & Open,” a digital space and audio-visual series within Absolut.com, led by photographer Bronson Farr. The initiative featured public figures, like comedian Bowen Yang and queer musicians and writers, to highlight the impact of LGBTQ+ bars and restaurants through personal stories. The goal was to bring awareness to the challenges the marginalized community faces by also partnering with the National LGBT Chamber of Commerce (NGLCC).
In June, The Lego Group kicked off an ongoing campaign that will run through 2023, called the “A-Z of Awesome.” The toy brand recruited LGBTQIA+ creators to design Lego creations representing their individual story and the letters representing the community, while also calling on consumers in the community to share their own creations out of Lego bricks using #AtoZofAwesome on social media.
Petco this year launched a Pride collection of dog, cat, small animal and pet parent merchandise under its Youly brand, while also pledging to donate 10% of every Pride collection purchase (with a minimum of $125,000, regardless of sales) made between April 24 and July 4 to support the Trevor Project and its mission supporting LGBTQ+ youth. Digital and in-store activity supported the efforts and themed product, including special rainbow “Give Back” badges to call out eligible products.
Kellogg Co.’s Pop-Tarts this year launched its first Pride-themed box and flavor, called Neon Pink Block Party Lemonade. In partnership with GLAAD x NEON, a digital content series powered by GLAAD that amplifies LGBTQ+ Black voices through storytelling, the limited-edition flavor featured colorful frosting art representing people of color in the LGBTQ+ community. Every Friday in June, Pop-Tarts added 450 boxes available for purchase on its Instagram shop for $5, and one of four LGBTQ+ and BIPOC partner organizations was spotlighted on the brand’s social channels.
As part of CVS Pharmacy’s Pride Month efforts, the retailer recruited multiple LGBTQ+ makeup artists/influencers to demonstrate colorful Pride-inspired looks using national brand and private-label products available at the drugstore chain. Instagram Reels were shared via the CVS Beauty Instagram handle, including one by Autumn Angelize, who used cosmetics from L’Oreal’s Garnier and NYX as well as CVS’ store brand, all of which also partnered to support The Out Foundation.
Meijer was among the retailers supporting Mars Wrigley’s Skittles Pride campaign and GLAAD this year, positioning a mostly gray, branded floorstand near checkout. Stocking multiple Pride-themed package designs as well as regular Skittles packs, the displays called out the cause element, communicating an “Only the rainbow matters during Pride so we’ve given up ours to show our support” message and encouraging shoppers to scan the pack to learn more.
