Primary File

Mars, Incorporated: Skittles Becomes Part of a Controversial Shooting

Boyan, M., Gibilisco, J., McCallum, D., O’Rourke, J. S. (editor)
January 26, 2018
North America
Strategy & General Management, Marketing & Sales
11 pages
marketing, brand, Brand Management, Conflict Management, Food and Beverage
Student Price: 
$4.00 (€3.7)
Average rating: 

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.

Learning Outcomes: 
  1. To encourage discussion regarding the responsibility of corporations when profits increase due to tragic events.
  2. To provide an example of how a brand can become associated with tragedy through no actions of the brand’s parent company.
  3. To demonstrate consumer ability to influence a brand’s image through social media use.
  4. To highlight the dangers of remaining silent when a corporation is swept into the spotlight.