Mars, Incorporated: Skittles Becomes Part of a Controversial Shooting
In 2012 a shooting in Florida rose to national prominence after it was revealed that no charges would be pressed against the 28-year-old man who shot and killed an unarmed teenager who was carrying a bag of Skittles at the time of his death. The brand became a central symbol of the controversy as discussions about the shooting grew on social media and protests arose throughout the country.
- To encourage discussion regarding the responsibility of corporations when profits increase due to tragic events.
- To provide an example of how a brand can become associated with tragedy through no actions of the brand’s parent company.
- To demonstrate consumer ability to influence a brand’s image through social media use.
- To highlight the dangers of remaining silent when a corporation is swept into the spotlight.