Doritos launches LGBT flag-inspired Rainbows in charity link-up
Monday September 21, 2015 at 5:26pm
In the US, Doritos, the PepsiCo-owned tortilla chip brand, has launched Doritos Rainbows chips, a limited-edition product inspired by the lesbian, gay, bisexual and transgender (LGBT) community’s Pride flag The new product is available exclusively to consumers who donate to the It Gets Better Project, an organization that seeks to provide support for LGBT young people. Consumers who donate $10 or more in support to the It Gets Better Project through www.ItGetsBetter.org/DoritosRainbows will be mailed a bag of Doritos Rainbows chips while supplies last. PepsiCo says the goal is to raise funds for the It Gets Better Project and the important work the organization does in support of LGBT youth around the world. Upon making their donations, consumers are encouraged to share messages of hope and inspiration using the hashtag #BoldandBetter. Ram Krishnan, chief marketing officer for PepsiCo’s snacks division, Frito-Lay, says: “Time and again, our consumers have shown us, there really is nothing bolder than being true to yourself and living life to the fullest. 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." The It Gets Better Project began in September 2010, when activist Dan Savage created a YouTube video with his partner Terry Miller in response to a number of students taking their own lives after being bullied in school. The video aimed to encourage people to tell LGBT youth that it does get better. Five years later, the It Gets Better Project has turned into a worldwide movement, inspiring more than 60,000 user-created videos viewed more than 60 million times. To date, the project has received submissions from celebrities, organizations, activists, politicians and media personalities. Doritos Rainbows featured in this year's Dallas Pride parade as part of the Doritos brand's first-ever sponsorship of the annual event, which took place yesterday, Sunday, September 20. Attendees at the parade could visit the Doritos-branded booth to pledge their support to the It Gets Better Project and receive a bag of Doritos Rainbows chips. Guests were also encouraged to capture their experiences at a photo and video booth, sharing unique content using #BoldandBetter. In partnership with PepsiCo's EQUAL employee resource group, the Doritos brand also participated in the Dallas Pride parade with a float made up of PepsiCo/Frito-Lay associates and their families.