Celebrating and Supporting the LGBT Community, and Inspiring All Consumers to Be #BoldandBetter
Available for a limited time to consumers who donate online at www.ItGetsBetter.org
Doritos Brand Sponsors Dallas Pride On Sept. 20 To Celebrate Product Launch
The Doritos brand, in partnership with the It Gets Better Project, announced a new, limited-edition product to celebrate and support the lesbian, gay, bisexual and transgender (LGBT) community in the boldest, most colorful way possible. Introducing Doritos Rainbows chips, the first Doritos product in history made up of multiple, rainbow-colored Doritos chips inspired by the Pride Flag. The new product is available exclusively to consumers who donate to the It Gets Better Project, an organization that seeks to provide hope to LGBT young people and inspire the changes to make the world a better place for them.
Doritos is one of the many brands that makes up Frito-Lay North America, the $14 billion convenient foods business unit of PepsiCo, which is headquartered in Purchase, NY. PepsiCo products are enjoyed by consumers one billion times a day in more than 200 countries and territories around the world.
Starting this past week, consumers who donate $10 or more in support to the It Gets Better Project through www.ItGetsBetter.org/DoritosRainbows will be mailed a bag of Doritos Rainbows chips, while supplies last. The goal is to raise funds for the It Gets Better Project and the important work the organization does in support of LGBT youth around the world. Upon making their donations, consumers are encouraged to share messages of hope and inspiration using #BoldandBetter. For more details, visit www.ItGetsBetter.org/DoritosRainbows.
“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. “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.”
Founded in 2010 by Dan Savage and his partner, Terry Miller, the It Gets Better Project is a 501(c)(3) nonprofit organization that uses all forms of media and engagement to reach LGBT youth worldwide (and to inspire hope for young people facing harassment, as well as a response to a number of students taking their own lives after being bullied in school) in order to provide critical support and hope that life indeed gets better. Through the organization’s messages of hope, international resources and guidance, collaboration and mouthpiece in the media, the It Gets Better Project strives to continuously make life better for LGBT youth. To date, more than 60,000 inspirational videos have been uploaded in support of It Gets Better and the LGBT community, including support from President Obama and 500,000 (including celebrities, organizations, activists, politicians and media personalities) others who have actively taken the pledge to spread It Gets Better‘s messages of hope and speak up against intolerance. The Project has expanded its support of LGBT youth on both a national and global scale, serving as a resource on policy and legal matters. The It Gets Better Project is resolute in its mission to make the lives of LGBT youth, simply put, better.
“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 the Doritos brand 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.
Doritos Rainbows chips will also take center stage at this year’s Dallas Pride as part of the Doritos brand’s first-ever sponsorship of the annual event, set to take place on Sunday, September 20, 2015. While visiting the Doritos-branded booth at Dallas Pride, attendees can pledge their support to the It Gets Better Project and receive a bag of Doritos Rainbows chips, while supplies last. Guests also can capture their experiences at a photo and video booth, sharing their unique content using #BoldandBetter. In partnership with Pepsi Co’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. Continue reading