Mars, Incorporated: Skittles Becomes Part of a Controversial Shooting

Mars, Incorporated: Skittles Becomes Part of a Controversial Shooting

Boyan, M.; Gibilisco, J.; McCallum, D.; O’Rourke, J. S. (editor) Notre Dame
January 26, 2018
SKU: BUS-290

Region of the world: North America
Topic: Strategy & General Management, Marketing & Sales
Keywords: Brand Management, Conflict Management, Food and Beverage
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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. 11 pp. Case #15-06 (2015)

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