Doritos has partnered with the It Gets Better Project and announced the introduction of Doritos Rainbows chips, the new limited edition Doritos chips created to celebrate and support the lesbian, gay, bisexual and transgender community. The Doritos Rainbow chips, are exactly that- rainbow colored Doritos inspired by the colors of the Pride flag.
“Time and again, our consumers have shown us, there really is nothing bolder than being true to yourself and living life to the fullest,” said Ram Krishnan, chief marketing officer, Frito-Lay 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.”
The special edition chips, will be available exclusively to consumers who donate $10 or more to the It Gets Better Project. The organization seeks to inspire and support the LGBT community. Donors will be mailed a bag of the limited-edition Doritos while supplies last.
“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. By utilizing the incredible reach that Doritos has throughout the world, we can give hope to the LGBT young people who need it the most. There is so much more work to be done, and together, we will inspire the LGBT community and its allies to continue the fight and embrace who they are by living a #BoldandBetter life,” said Brett Peters, communications director, It Gets Better Project.
In addition, those attending the Dallas Pride Parade on Sept.20 can obtain a bag of the Doritos Rainbows Chips by visiting the Doritos booth and pledging their support to the It Gets Better Project.
Customers are encouraged to share their thoughts using the #boldandbetter on social media.