Mars Wrigley develops QueeR Codes during Pride Month

To celebrate and support the LGBTQ+ community SKITTLES is teaming up with critically acclaimed historian, author, educator and influencer, Blair Imani, to promote LGBTQ+ visibility, spotlighting artists, influencers and creators through the SKITTLES QueeR Codes program in cities across the U.S. and at SKITTLESQueerCodes.com.

The program includes partnerships with four LGBTQ+ artists across the country who have created original murals that express what the rainbow means to them and how they celebrate Pride. The brand has also partnered with five LGBTQ+ influencers showcasing their stories and experiences that range from drag performance to sign language performance, music, dance and makeup artistry.


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QueeR Codes

“When SKITTLES came to me with this idea, I was so excited to be a part of something that’s focused on shining a spotlight on the wide range of backgrounds and experiences in the LGBTQ+ community,” said Blair Imani. “As a Black, bisexual and Muslim woman, I’m always celebrating and educating others about topics like intersectionality and visibility, and to get to work on a campaign that’s focused on those topics while partnering with so many great LGBTQ+ artists and creators was something I was honored to participate in.”

The murals will appear across the country including several communities where Mars Wrigley operates, like Newark, NJ, which is also home to the Mars Wrigley North American Headquarters. Additional locations include, Nashville, TN; Atlanta, GA; and San Antonio, TX. The murals will be on display throughout June, each one featuring a QueeR Code that, when scanned, will take you to SKITTLESQueeRCodes.com, a site filled with content and stories from the artists and other LGBTQ+ creators sharing the importance of Pride. There will also be various resources included from our partners at GLAAD, the world’s leading LGBTQ+ media advocacy group, with more information on how allies and community members alike can educate themselves on how to best support the LGBTQ+ community during Pride and year-round. 

The launch follows SKITTLES’ recent announcement of its limited-edition Pride Packs returning for the second year in a row, as well as its renewed partnership with GLAAD. During the month of June, $1 per pack purchased will be donated to GLAAD (up to $100k). The limited-edition packs – featuring gray packaging on the outside and all gray candies inside that include the original five fruity flavors of strawberry, orange, grape, green apple and lemon – are available for purchase on Walmart.com, Target.com & in-store at Walmart, Target, Kroger, Albertson’s and other select retail locations nationwide.

“SKITTLES is committed to supporting the LGBTQ+ community, and with our QueeR Codes program we’ve focused on increasing visibility around the intersectionality of artists and creators within the LGBTQ+ community, to help shape a world that is connected, caring and celebratory,” said Fernando Rodrigues, Senior Brand Manager, Mars Wrigley. “We’re very proud to be able to use our voice and our platform to shift the focus during Pride month to celebrating and elevating LGBTQ+ voices and experiences, creating better moments and more smiles through the focus on visibility.”  

“In addition to giving back to the LGBTQ+ community through its Pride packs, SKITTLES is using its new QueeR Codes program to celebrate the work and voices of diverse LGBTQ talent, while drawing awareness to our community and the importance of Pride,” said GLAAD Senior Director John McCourt. “By partnering with LGBTQ+ artists to bring powerful murals to cities across America, SKITTLES is helping to amplify necessary messages of LGBTQ+ visibility and acceptance this June.”

The focus on LGBTQ+ visibility is also being shared throughout the month amongst Mars Wrigley Associates. Mars Wrigley will be sharing stories and leading discussions around diversity and acceptance, specifically focused on the LGBTQ+ community during the month of June with its PRIDE! Associate Resource Group (ARG). The PRIDE! ARG has played an integral role in the development of the SKITTLES QueeR Codes program, and several Associates from the PRIDE! ARG are also featured on SKITTLESQueeRCodes.com in a special video compilation.  


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