Snickers promotes LGBT with new rainbow wrapper

Snickers will depict its chocolate bars in rainbow wrappers as part of a pro-LGBT ad campaign.

In a piece for Gay Star News, Mitch Oliver, the UK vice president of marketing for Mars candy company, announced the initiative. It “push[es] the message” to “be who you are,” she wrote. 

Snickers is sponsoring a new section of the pro-gay website that “will tell stories of LGBTI people and provide resources to help you be yourself even at the toughest times.”

“We love the idea we can support LGBTI people to be themselves,” according to Oliver. “It matters to our Snickers brand, our business and to me personally.”

“We need to do everything we can to encourage people to ‘be who you are'” because it’s difficult to be “mentally healthy if you are hiding an element of yourself,” Oliver continued. An example of this would be “you’re out at home and not at work.”