Frito-Lay has partnered with the It Gets Better Project for this first-ever promotion.
The bags of colorful Doritos are available online only and they’ll set you back $10 (or as much more as you choose to donate), but then you get to choose how much of your donation goes to the It Gets Better Project.
The campaign is accompanied by the tagline “There’s nothing bolder than being yourself.”
Frito-Lay is donating 100% of the proceeds.
Said Ram Krishnan, chief marketing officer, Frito-Lay: “Time and again, our consumers have shown us, there really is nothing bolder than being true to yourself and living life to the fullest. 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, It Gets Better Project, added: “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 Doritos 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.”
Doritos is sponsoring Dallas Pride this year on September 20 for the first time.