The Doritos brand, in partnership with the It Gets Better Project, today announced a new, limited-edition product to celebrate and support the lesbian, gay, bisexual and transgender (LGBT) community in the boldest, most colourful way possible. Introducing Doritos Rainbows chips, the first Doritos product in history made up of multiple, rainbow-coloured Doritos chips inspired by the Pride flag. The new product is available exclusively to consumers who donate to the It Gets Better Project, an organisation that seeks to provide hope to LGBT young people and inspire the changes to make the world a better place for them.
Starting today, 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 organisation 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.”
The It Gets Better Project began in September 2010, when activist Dan Savage created a YouTube video with his partner Terry Miller to inspire hope for young people facing harassment. In response to a number of students taking their own lives after being bullied in school, they wanted to create a personal way for supporters everywhere to tell LGBT youth that, yes, it does indeed get better. Five years later, the It Gets Better Project has turned into a worldwide movement, inspiring more than 60,000 user-created videos viewed more than 60 million times. To date, the project has received submissions from celebrities, organizations, activists, politicians and media personalities.
“We’re honoured 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.