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2016 One Show - Public Relations

Rainbows

Agency Goodby Silverstein & Partners / San Francisco

Client Doritos
BACK TO RESULTS

Annual ID

PR16005B

About the Work

Coming out can be so scary that suicide is often seen as the only option. More than 30 percent of young LGBT people have tried to kill themselves; in fact, suicide is the leading cause of death among them We took this issue head on and created DORITOS Rainbows. The product was developed from scratch and impacted every division of the company—from marketing to research and development. Each bag contained rainbow-colored chips and a quote of support submitted by a member of the LGBT community. Bags were sold online, where supporters shared a quote of support using the hashtag #BoldandBetter and donated a minimum of $10, which is over three times the product’s regular price. All donations went to the It Gets Better Project, whose mission is to inspire hope among LGBT youth. DORITOS Rainbows was Frito-Lay’s most successful product launch ever.