Doritos has partnered with It Gets Better Project to bring limited-edition Doritos Rainbows. The release of the product celebrates and supports the LGBT community. Inspired by the pride flag, it is the first Doritos product to come in multiple colors.
The catch? Doritos Rainbows is only available to those who donate to the It Gets Better Project, its mission “to communicate to lesbian, gay, bisexual and transgender youth around the world that it gets better, and to create and inspire the changes needed to make it better for them,” according to its website. So if you don’t support the cause, you don’t get to taste rainbow-colored Doritos.
Those who donate $10 or more will be mailed one bag of Doritos Rainbows, according to Frito-Lay’s press release. “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, the chief marketing officer of 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, the communications director of It Gets Better Project, says the organization is honored to partner with the popular snack brand. “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.”
The new Doritos Rainbows will have its own spotlight during the Dallas Pride, a first-time sponsorship of the company during the event, which will happen on Sept 20, 2015. Pledgers will also receive one bag of the chips.
Doritos is a flagship brand of PepsiCo’s Frito-Lay division. According to the press release, “PepsiCo has earned the top score of 100 percent on the Human Rights Campaign’s Corporate Equality Index, a national benchmarking tool of corporate policies and practices pertinent to LGBT employees, as one of the ‘Best Places to Work.'”