Adweek reported Doritos and Goodby Silverstein & Partners teamed up to salute the LGBT community with limited-edition Rainbows chips. It’s not the first time GSP has produced patronizing pap for the audience. Hey, if Doritos ever burns a batch of product, look for the snack maker and GSP to introduce limited-edition Black History Month chips—followed by Goodby launching a conference titled, “Where Are All The Black Doritos?”
Doritos Has Launched Limited-Time Rainbow Chips in Support of the LGBT Community
All proceeds go to the It Gets Better Project
By Kristina Monllos
Now it’s not just Skittles that wants you to taste the rainbow.
Today, Doritos launched its product celebrating LGBT pride: Doritos Rainbows, created in partnership with the It Gets Better Project. The multi-colored chips, inspired by the Pride flag, were designed to raise awareness and funds for It Gets Better, which supports young people struggling with their sexual identity or bullying.
The new chips’ branding, packing, website and all other branding materials associated with the launch were created by Goodby Silverstein & Partners, which also has worked on the brand’s Crash the Super Bowl contest. While there won’t be a national campaign for Doritos Rainbows, GS&P did create a small set of advertisements, specific to the Dallas Pride Festival, which ran in the Dallas Pride Guide.
“In creating the product we did a lot of work internally, in working on the bag and working with the designer to come up with a design that was equally bold and beautiful,” said Margaret Johnson, ecd and partner at GS&P. “It’s a clear design and it speaks in a real graphic, bold way.”
Doritos Rainbows are only available to consumers through a $10 (or more) donation to the non-profit. All proceeds from the chips go to the nonprofit. They are available through National Coming Out Day on Oct. 11, and Doritos’ social media accounts will host the Doritos Rainbow logo until then.
“By creating a limited-edition product available only through donations, we are hopeful that we will make a strong collective impact and raise funds for the important programmatic work that the It Gets Better Project is doing every day,” said Ram Krishnan, chief marketing officer of Frito-Lay, in an email.
The It Gets Better Project was created in 2010 by activist Dan Savage and his partner, Terry Miller, in an effort to inspire young people facing harassment in the LGBT community. The nonprofit has partnered with brands like Wells Fargo, West Elm, Gap, Uber and now Pepsi Co.
“The international reach of Doritos gives us the ability to connect with more LGBT youth than ever before,” said Brett Peters, spokesman for the It Gets Better Project, in an email. “For an LGBT young person to see that their favorite chip is on their side will show them that they have friends in more places than they know.”
As for Doritos, “this move is simply a demonstration of Doritos’ expression of inclusion and support of individuality,” said Krishnan. “We’re always looking for unique ways to give back to communities, and this is just one of those ways.”