Who knew chips could be used to make a difference in the world? That’s just what Doritos is hoping to achieve in the LGBT community with its new rainbow-colored snack, but don’t go to your local supermarket looking for a bag.
If you want a bag of the rainbow-colored snacks, you’ll have to donate at least $10 to an organization called the It Gets Better Project, which was launched in 2010 to help LGBT youth who’ve been bullied, the Associated Press reported. If you donate, you’ll get a bag in the mail.
And in case you’re wondering what Doritos Rainbows taste lake, given that they’re blazing with bright colors one doesn’t usually see in food — purple, blue, green, orange, and red — rest assured they’ll be very tasty, People added.
The colored chips don’t taste like a rainbow at all, but like Cool Ranch Doritos, which is probably the best flavor, hands down.
This may seem like a gimmick, but there’s a lot more behind the rainbow-colored chips than meets the eye. First of all, Doritos is sponsoring Sunday’s Dallas Pride event, Market Watch reported. There, attendees can donate to the Project and get a bag of rainbow-colored chips and head to a photo and video booth to share their experiences. The company is encouraging people to express positive thoughts through social media via using the hashtag #BoldandBetter to those needing some hope and inspiration.
“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 chief marketing officer Ram Krishnan. “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.”
That’s a powerful message for a simple bag of rainbow-colored chips, but an important one, especially if you’re an LGBT teen who is having a tough time finding acceptance and wants to make the world a better place. That’s the mission of the It Gets Better Project, which began in 2010 with one YouTube video created by activist Dan Savage and his partner Terry Miller.
They made the video as a response to the stark reality that many LGBT youth were committing suicide because they were bullied. Savage and Miller wanted those people to know that life does get better.
Since then, the movement has grown to 60,000 videos that have garnered a sum total of 60 million views. Celebrities, organizations, activists, politicians, and media personalities have contributed.
“By utilizing the incredible reach that the Doritos brand has throughout the world, we can give hope to the LGBT young people who need it the most,” said Brett Peters, communications director of the It Gets Better Project. “There is so much more work to be done, and together, we will inspire the LGBT community and its allies to continue the fight and embrace who they are by living a #BoldandBetter life.”
To get your bag of rainbow-colored, Cool Ranch chips, head on over to this special web page to make a donation.
[Photo Courtesy Vine via @DailyDot Screengrab]