Donald Trump Jr. tweeted Monday morning an image using skittles in comparison to Syrian refugees to try to promote his father Donald Trump presidential campaign.

The image stated “If i had a bowl of skittles and i told you just three would kill you. Would you take a handful? That’s our Syrian refugee problem. Following with a tweet quoting “This image says it all. Let’s end the politically correct agenda that doesn’t put America first. #trump2016″

Within a snap of a finger, this tweet went viral. Twitter users were responding quickly with unpleasant tweets. Advertising age reported over 30,000 mentions were garnered to the candy by Monday night.

It didn’t take long for Skittles to issue a response. Vice President of corporate affairs Denise Young issued a the following statement” “Skittles are candy. Refugees are people. We don’t feel it;s an appropriate analogy. We will respectfully refrain from further commentary as anything we say could be misinterpreted as marketing.”

It made a major impact when Skittles saw this problem and reacted quickly. Vice President Denise Young, was getting a lot of positive tweets about how she went about the situation.

“I’m surprised they didn’t tweet this cool-headed statement from @Skittles, but Denise Young is getting Twitter props for her response.”

“This is a thoughtful and humane response to hateful stupidity.”

These are just two comments that were tweeted by individuals, as there were many others that appreciated Skittles statement. Like, stated before for Skittles to react and responded they way they did helped the image of the candy. And showed that they were well aware of what was going on and being said on social media. They didn’t want to get too involved, or to say something that might be interrupted in the wrong way. They made one statement that was less then 3 sentences but got praised, because it was straight and to the point which had others glorifying the brand moves.

Winchel, B. (2016, September 22). 3 crisis lessons from Skittles’ refugee tweet response. Retrieved September 22, 2016, from


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