PLANO, Texas — The Doritos brand, in partnership with the It Gets Better Project, has announced a new, limited-edition product to celebrate and support the lesbian, gay, bisexual and transgender (LGBT) community. PepsiCo and Frito-Lay have introduced Doritos Rainbows chips, 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. 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 work it does in support of LGBT youth. Upon making their donations, consumers are encouraged to share messages of hope and inspiration using #BoldandBetter.
“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 for 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.”
Brett Peters, communications director for It Gets Better Project, said, “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.”
Doritos Rainbows chips will 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 Sept. 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.
In partnership with PepsiCo’s EQUAL employee resource group, the Doritos brand also will participate in this year’s Dallas Pride parade with a float ridden by PepsiCo/Frito-Lay associates and their families.
Doritos is one of the flagship brands from PepsiCo’s Plano, Texas-based Frito-Lay division, the convenient foods business unit of PepsiCo, Purchase, N.Y. Its portfolio includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana.