Doritos Introduces Rainbow Chips to Celebrate LGBT Pride

Product Available to Supporters of It Gets Better Project

Published On
Sep 17, 2015

Editor's Pick

Doritos is latest brand to support the LGBT community with a colorful new product: Doritos Rainbows.

The multicolored bag of chips was inspired by the Pride flag and follows the moves of other equality-minded marketers such as Oreo, which introduced a fictional, rainbow-colored cookie in 2013 in a much-lauded campaign.

Doritos' goods, however are real. The limited edition, ROYGBV chips will only be available to supporters of the It Gets Better Project that donate $10 or more through www.ItGetsBetter.org/DoritosRainbows while supplies last. All proceeds will help fund the group's efforts.

The It Gets Better Project was founded in 2010 by LGBT activist Dan Savage and his partner Terry Miller. To fight bullying agains LGBT teens, they created a Youtube channel to encourage and support young people, sharing their own stories of adolescent turmoil and how they found peace as adults. Now the project is a worldwide movement that has inspired more than 60,000 user-generated videos that have been watched more than 60 million times. Celebrities, activitists and politicians have all participated.

"Doritos Rainbows chips are a first-of-its-kind product supporting the LGBT community. Doritos the brand has stood 'for the bold,' and we believe there is nothing bolder than being yourself," said Ram Krishnan, Frito-Lay's CMO.

Read more on Adage.com.

Credits

Date
Sep 17, 2015
Brand:
Doritos
Client:
Doritos
Agency:
Goodby Silverstein & Partners
Chief Marketing Officer:
Ram Krishnan
Vice President, Marketing:
Jeff Klein
Senior Director:
Jeannie Cho
Director:
Stuart Beck
Senior Analyst:
Katy Beth Deschenes
Executive Creative Director:
Margaret Johnson
Creative Director:
Adam Reeves
Associate Creative Director:
Roger Baran
Associate Creative Director:
Samuel Luchini
Art Director:
Samuel Luchini
Copywriter:
Roger Baran
Designer:
Samuel Luchini
Designer:
Todd King
Designer:
Jasper Yu
Bag Design:
Todd King
Bag Design:
Adhemas Batista
Bag Design:
Samuel Luchini
Illustration:
Adhemas Batista
Account Director:
Theo Abel
Account Manager:
Liza Stokes
Account Manager:
Casey OBrien
Assistant Account Manager:
Tom Yadron
Director, Account Management:
Brian McPherson
Brand Strategist:
Etienne Ma
Head of Brand Strategy:
Andy Grayson
Interactive Producer:
Severin Sauliere
Interactive Producer:
Margaret Brett-Kearns
Broadcast and Event Producer:
Olivia Baker
Broadcast and Event Producer:
Austin Kim
Print Producer:
Noah Dasho
Photographer:
Claude Shade
Photographer:
Quinn Gravier
Editor:
Isaak Le
Community Manager:
Trella Rath
Director, Communications:
Brett M. Peters
Digital Media Strategist:
Scott Zumwalt
Public Relations:
MWW

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Project Type