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Doritos Goes Rainbow in Support of LGBT Youth
There’s nothing bolder than being yourself.
This is the tagline of a new campaign launched by Doritos, in which the company’s boldly colored orange tortilla chips have been dyed rainbow in support of LGBT youth.
Want a bag of rainbow deliciousness? Simply donate at least $10 to the It Gets Better Project, a group founded by gay columnist Dan Savage that helps make the world a better place for LGBT young people.
With each donation, the Pepsico-owned food company Frito-Lay will ship you one bag of Doritos Rainbows chips from its limited supply. Doritos also encourages donors to share how it gets #BoldAndBetter on social media outlets like Facebook or Twitter.
Ram Krishnan, the chief marketing officer of Frito-Lay, stated that the partnership reflected the brand’s commitment toward LGBT equality.
“Time and again, our consumers have shown us, there really is nothing bolder than being true to yourself and living life to the fullest,” he said in a statement. “With Doritos Rainbows chips, we’re bringing an entirely new product experience to our consumers to show our commitment toward equal rights for the LGBT community and celebrate humanity without exception.”
Brett Peters, the communications director It Gets Better Project, praised the snack company for using its international reach to shine a spotlight on this cause.
“By utilizing the incredible reach that the Doritos brand has throughout the world, we can give hope to the LGBT young people who need it the most,” he stated. “There is so much more work to be done, and together, we will inspire the LGBT community and its allies to continue the fight and embrace who they are by living a #BoldandBetter life.”
For more information, visit ItGetsBetter.org.
Daniel Reynolds
www.advocate.com/business/2015/9/17/doritos-goes-rainbow-support-lgbt-youth
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