RAINBOWS
earned | social | LE Product | digital | partnership | pr
CHALLENGE:Take a stand against LGBT youth bullying and harassment with a colorful expression of support for the LGBT community—the limited-edition release of Doritos Rainbows chips.
ACTION: Create a new manufacturing process to create rainbow Doritos. Bag them in a spectacular package. Partner with the It Gets Better Project. Leverage the power of key influencers as advocates. Develop a strategy to promote the use of the hashtag, #BOLDANDBETTER.
A FEW RESULTS
• The campaign was the largest fundraising effort in the nonprofit’s history.
• All bags of Doritos Rainbows were claimed in less than 24 hours
• Generated more than 1,800,000,000 media impressions
• Doritos Rainbows the most successful product PR launches in Frito-Lay history.
• Showed up in publications such as Time, USA Today, Cosmopolitan, ABC News, CNN, E!, OUT, Eater, Ad Week, Buzzfeed, Advocate, HuffPo, Fortune, MTV, Mashable
