Doritos released a new limited-edition flavor named 'Doritos Bold BBQ.' This flavor was released through a partnership with 'ReachOut Online,' an Australian mental health organization that raises awareness for mental health issues and advocates for people to get help when required. This partnership marks the first-ever Doritos initiative that championships mental health.
ReachOut has a convenient online quiz that acts as a loose self-assessment for mental health. Doritos commissioned a study that found that many Australians, specifically three out of five, use the phrase "I'm Fine" upwards of 10 times a week in order to deflect from bringing up their actual feelings.
The Doritos Bold BBQ packages for this campaign feature a two-toned orange and blue pack where the orange side states "Feeling You?" while showing a person's eye, and the blue side states "Feeling Blue?" while the person hides their eye behind a Doritos chip. This is an excellent way to show how many individuals choose to hide mental health problems rather than getting help.
Mental Health-Supporting Crisps
Doritos Partnered with ReachOut on an Australian Health Initiative
Trend Themes
1. Mental Health Awareness Marketing - Businesses can collaborate with mental health organizations to promote awareness and support for mental health issues through their products or campaigns.
2. Online Self-assessment Tools - Providing customers or employees with easy-to-use online self-assessment tools can help them identify potential mental health concerns and seek help if needed.
3. Packaging Designed for Mental Health - Brands can create packaging that prompts conversations about mental health and encourages individuals to seek help or support if needed.
Industry Implications
1. Food Manufacturing - Food companies can partner with mental health organizations to launch campaigns or limited-edition products that raise awareness for mental health.
2. Digital Health Services - Digital health companies can offer online self-assessment tools that help individuals identify potential mental health concerns and connect them to appropriate resources for treatment.
3. Marketing and Advertising - Marketing and advertising agencies can help brands design packaging and campaigns that promote mental health awareness and reduce stigma around mental health issues.