The Doritos brand is no stranger to creating fun, exciting flavors for their savory line of tortilla chips. This week, the company brilliantly released a surprise campaign consisting of rainbow-colored chips in support of the LGBTQ community.
For this campaign, which proved to be successful, Doritos partnered with the It Gets Better Project intending to generate donations for the project which supports LGBTQ youth around the world. Supporters were asked to donate a minimum of $10 to the project and they would be mailed one of the limited-edition bags.
The rainbow, cool-ranch flavored chips sold out in a matter of hours.
In the meantime, those who are interested in the message and the campaign are encouraged to engage their communities through the social media platforms. Two areas where this has been particularly successful are Instagram and Twitter. Celebrities have similarly jumped on the bandwagon. It’s no secret that Miley Cyrus is both an avid and outspoken supporter of LGBTQ youth–even starting her own foundation. She shared her support of Doritos Rainbows on her Instagram account and has received more then 275,000 likes from her nearly 29 million followers.
The power behind the campaign lies in the hashtag #BOLDANDBETTER. It’s meant to generate support and conversation around the support of the LGBTQ community and youth. Users of the hashtag are encouraged to share inspiring stories or words of inspiration surrounding self-realization and self-appreciation.