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Doritos
Doritos Rainbows

RAN IN: United States

CLIENT
Frito-Lay North America, Inc.

Ram Krishnan, Chief Marketing Officer
Jeff Klein , Vice President of Marketing
Jeannie Cho, Sr. Director, Doritos and Cheetos

AGENCY
Goodby Silverstein & Partners *Lead Agency

Adam Reeves, Creative Director
Roger Baran , Associate Creative Director
Sam Luchini, Associate Creative Director
Todd King, Designer
Theo Abel, Account Director
Tom Yadron , Assistant Account Manager
Severin Sauliere, Interactive Producer


OMD


MWWPR


SUMMARY

Following a contentious ruling in favor of same-sex marriage in 2015, a brand took a stand. Doritos® came out to support the LGBT community and raise awareness about suicide among LGBT teens.  The Doritos Rainbows initiative took a hands-on approach to LGBT support. It didn't “make a cause” online; it made a product. It didn't cut a check; it donated its products to supporters of young people struggling against antigay bullying. And on the basis of PR impressions generated, it was the largest stand-alone product launch in Frito-Lay's history.

CASE VIDEO


Hero Medium: PRODUCT DESIGN

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;DIRECT;EVENTS;INTERACTIVE/ONLINE;PACKAGING;PR;PRODUCT DESIGN;SOCIAL MEDIA

Audience: Young Adults (age 18-24)

Objectives: Generate widespread conversation and support for LGBT youth

Type: Business to Consumer

Classification: Local;Regional;National

Language: English