The Doritos, in partnership with the It Gets Better Project, launched Doritos Rainbows chips, a new, limited-edition product to celebrate the LGBT community.
Some of America’s biggest companies have publicly shown support of the lesbian, gay, bisexual and transgender (LGBT) community with Facebook, Twitter and Instagram posts. Today, one snack company took its commitment to another level: creating a limited-edition bag of rainbow-colored Doritos.
Frito-Lay, which produces Doritos, said the new ‘Doritos Rainbows’ chips are the company’s way of celebrating and showing support for the LGBT community as part of its partnership with the It Gets Better Project, an organization started to encourage gay and lesbian teenagers who’ve been bullied.
“Time and again, our consumers have shown us, there really is nothing bolder than being true to yourself and living life to the fullest,” Ram Krishnan, chief marketing officer, Frito-Lay, 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.”
Doritos Rainbows chips, inspired by the Pride flag, are available exclusively to consumers who donate $10 or more to the It Gets Better Project. Bags of the chips will be mailed to donors while supplies last, the company says.
The It Gets Better Project began in September 2010, when activist Dan Savage created a YouTube video with his partner Terry Miller to inspire hope for young people facing harassment.
To date, the project, which has more than 60,000 user-created videos, has received submissions from celebrities, organizations, activists, politicians and media personalities.
“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,” Brett Peters, communications director, It Gets Better Project, said in a statement. “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.”
Doritos Rainbows chips will also be featured at Saturday’s Dallas Pride event, where attendees can pledge support for the campaign and receive a bag of chips.
by Ashlee Kieler via Consumerist