Doritos Tries Out Rainbow-Colored Chips…For a Good Cause

18 Sep 2015 | Author: | No comments yet »

Doritos Are Gay.

Undeterred by potential conservative backlash, Plano-based Frito-Lay said Thursday it has created a new limited-edition Doritos chip “to celebrate and support” the lesbian, gay, bisexual and transgender community.

Doritos announced on Thursday that they will be partnering with the LGBT “It Gets Better” project to launch pride flag-inspired tortilla chips in support of the organization’s work with the gay and transgender communities.The brand, owned by Frito-Lay, is offering rainbow-colored Doritos for those who donate to the It Gets Better Project, a nonprofit that assists LGBT youth. The limited-edition product will be only available online through the “It Gets Better Project” website for a cost of $10 — with all proceeds going to raise funds for the organization. Ram Krishnan, the snack giant’s chief marketing officer, said this is the first time that he knows of that the $1 billion-plus product has been altered as part of a charitable program. As members of the LGBT community have gained more rights, including the Supreme Court backed right to marry, some conservatives have pushed back, in some cases calling for a boycott of “gay friendly” companies, according to published reports. “There’s always going to be backlash for any marketing program we do,” said Krishnan. “I think this is about doing right.

It fits within our company values at PepsiCo. “We have stood for diversity and inclusion throughout our entire history,” he added. “It fits with what the parent company stands for, as far as what we value. While Krishnan said “we’re really anxious to see how consumers embrace the product and this campaign,” he added that there are no plans now to sell the product in stores. In partnership with PepsiCo’s “Equal” employee resource group, Doritos will participate in this year’s Dallas Pride parade with a float made up of PepsiCo/Frito-Lay associates and their families.

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