Mars, Incorporated: Skittles Becomes Part of a Controversial Shooting

Authors
Boyan, M., Gibilisco, J., McCallum, D., O'Rourke, J. S. (editor)
Region
North America
Topic
Strategy & General Management
Marketing & Sales
Length
11 pages
Keywords
marketing
brand
Brand Management
Conflict Management
Food and Beverage
Copyright Holder
Notre Dame
Student Price
$4.00
Target Audience
Graduate Students
Undergraduate Students

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.