Doritos unveiled rainbow colored bags of corn chips on Thursday in support of the It Gets Better Project. The new limited-edition flavour "Doritos Rainbows" chips are the "first Doritos product in history made of multiple, rainbow-colored corn chips inspired by the Pride flag" as quoted in a report by Time Magazine.
However, these limited edition rainbow corn chips will not be available in stores. Doritos teamed up with It Gets Better Project, an organization that supports the LGBT community especially those gay and lesbian teenagers who have been bullied. The only way to get the Doritos Rainbow is to donate $10 or more to the organization through a special website. The red, orange, green, blue and violet colored chips will then be mailed to those who donated.
According to a report posted by NBC NEWS, Frito Lay, a division of PepsiCo based in Plano, Texas said that all proceeds go to the It Gets Better Project to support the LGBT community. The fancy marketing scheme of Doritos is their way of showing support as stated by their chief marketing officer.
Doritos Rainbows are here. To get a bag go to https://t.co/v9ATSCVaqL donate & show your support. #BOLDANDBETTER pic.twitter.com/zMnIhoVNlR
— Doritos (@Doritos) September 17, 2015
"To show our commitment toward equal rights for the LGBT community and celebrate humanity without exception", said Ram Krishnan, Frito Lay Chief Marketing Officer.
Doritos has been putting all efforts on their social media, changing their profile picture to rainbow colors to keep up with the LGBT colour scheme. They have also created the hashtag #boldandbetter and promotes it all over the social media.
Doritos unveiled the limited edition Doritos Rainbow a few days after the Sunday's Dallas Pride event, which Doritos has supported as well by being one of the event's corporate sponsors.
