Rainbows – Doritos
To expand on what the brand positioning “For the bold” means and tell the world, “There’s nothing bolder than being yourself,” Doritos decided to “come out” in support of those who haven’t yet, and created a totally new product that stood as a social platform of support. Each bag contained rainbow-colored chips and a quote of support on the back, submitted by members of the LGBT community. Doritos Rainbows were available only online at DoritosRainbows.com. To claim a bag, visitors first decided how much they’d donate—starting at a minimum of $10—and could tweet a quote of support with the hashtag #boldandbetter. All the donations went to the It Gets Better Project in furtherance of its mission to inspire hope among LGBT youth and fight suicide. The bags were delivered via mail in the weeks leading up to National Coming Out Day.