Doritos just launched a campaign, in partnership with the It Gets Better Project, marketing rainbow colored tortilla chips. All proceeds from the new product will help support LGBTQA+ rights activism.
Frito-Lay released the limited edition chips to support the mission of the It Gets Better Project, a nonprofit that specializes in supporting gay and lesbian teens who have been bullied.
“We’re honored to partner with the Doritos brand to celebrate the momentous progress that has been made toward equal rights for the LGBT community in this country,” said Ram Krishnan, chief marketing officer for Frito-Lay, in an official press release.
“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,” Krishnan also stated.
These chips are not available in store. People who want them will have to go to a special website to order a bag. With a $10 donation, a pledge to support the cause, a mailing address, and an email, you can have the pride flag inspired chips. Social media has also blown up with the hashtag #BoldAndBetter. The chips will be officially released on September 20th.
The It Gets Better Project was founded by gay rights activist Dan Savage. The organization’s mission is “to communicate to lesbian, gay, bisexual and transgender youth around the world that it gets better, and to create and inspire the changes needed to make it better for them,” according to the website.
In addition, the Doritos brand will be represented at this year’s Dallas Pride. In fact, Doritos is sponsoring the event putting “Doritos Rainbows” chips front and center.
“In partnership with PepsiCo’s EQUAL employee resource group, the Doritos brand also will participate in this year’s Dallas Pride parade with a float made up of PepsiCo/Frito-Lay associates and their families,” Krishnan states, “Doritos is one of the flagship brands from PepsiCo’s Frito-Lay division. PepsiCo has long been a supporter of diversity and inclusion.”
The It Gets Better Project did not respond to any requests for comment.
