A surprising shift from the brand’s traditional orange-themed bag, Doritos released a new rainbow chip bag this week to show support for the LGBT community.
According to an article in PR Week, media platforms were buzzing over the concept soon after the Doritos Rainbows press release was published. There was an overwhelmingly positive response for the rainbow bag and people were eager to support such a cause.
Doritos joined forces with the It Gets Better Project in hopes to inspire and support the LGBT youth. The mission of the project is to communicate to the LGBT community that “it gets better” and help spread awareness and inspire positive changes, according to the project website. The rainbow bags are not sold in stores, but they are available online for supporters who donate $10 or more to the It Gets Better Project.
Doritos also launched the hashtag #BoldandBetter to encourage people to share their personal stories. This was a brilliant way to tie the whole message together that it does get better by creating a link for the LGBT community to read and relate to one another’s messages. The hashtag concept also expanded Doritos’ reach on social media tenfold. Not only are they supporting a major cause, but increasing their social media audience greatly at the same time.
Do you think joining forces with inspiring projects will start a trend for major companies? It has been done in the past no doubt, but maybe not with this execution. I think we are going to start seeing more partnerships like this one in the future and I’m all for it!