Doritos Introduces Rainbow Chips to Celebrate LGBT Pride
Product Available to Supporters of It Gets Better Project
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
Need a credit fix? Contact the Creativity Editors
Related work
Doritos: Doritos drops its logo and name in latest campaign
Doritos: This Doritos Bag Plays the 'Guardians of the Galaxy 2' Soundtrack
Doritos: Best of 2016 No. 4 Print/OOH/Design: Doritos Creates Flavorless, Crunchless Chips to Encourage Young People to Vote
