Primary File Info
Mars, Incorporated: Skittles Becomes Part of a Controversial Shooting
Boyan, M., Gibilisco, J., McCallum, D., O’Rourke, J. S. (editor)
January 26, 2018
Strategy & General Management, Marketing & Sales
marketing, brand, Brand Management, Conflict Management, Food and Beverage
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.