A new campaign has been launched by Doritos in which the company’s bold colored orange tortilla chips have been dyed the colours of the rainbow in support of LGBTI youth.
The campaign uses the tagline ‘There’s nothing bolder than being yourself’ and encourages people to donate at least $10 to the It Gets Better Project, in return for “a bag of rainbow deliciousness”
The aim of the It Gets Better Project which was founded by internationally renowned gay columnist Dan Savage and is to help make the world a better place for LGBT young people.
With each donation received, the Pepsico-owned food company Frito-Lay will ship 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.
The chief marketing officer of Frito-Lay, Ram Krishnan, said the partnership reflected the brand’s commitment to 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, communications director for the It Gets Better Project, has since 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 said.
“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 on Doritos and its partnership with the It Gets Better Project, visit ItGetsBetter.org.
Last Updated on Sep 18, 2015