Should People Be “Tasting the Rainbow?”

Crisis in the PR World

You may or may not have heard of this PR crisis, but it’s worth knowing about if you haven’t already read about it. Did you ever think the brand Skittles would ever have a brand crisis? Well, back in February 2012, the brand took a critical turn and was viewed by many protestors as symbol of death. Here’s why.

Back in February 2012, a 17-year-old teenager, Trayvon Martin, was shot and killed in Sanford, FL by a neighborhood crime watch volunteer. Trayvon was carrying a bag of Skittles in his hoody pocket along with holding a can of ice tea when he was shot.

People began protesting the injustice of his death by holding a bag of Skittles and wearing T-shirts saying, “This is Not a Hoodie.” Skittles now had a different meaning to the public eye as they began relating Skittles to Trayvon and his identity. Now here is where the issue comes in.

From this protest, Skittles skyrocketed…

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