Doritos Recently Debuted the New 'SOLID BLACK' Initiative
Grace Mahas — June 29, 2021 — Marketing
References: doritos & prnewswire
In an effort to amplify the voices and stories of Black individuals, Doritos recently debuted a new multi-platform initiative dubbed 'SOLID BLACK.' The brand will invest over $5 million to support this mission.
To kick off the project, Doritos recently launched the Doritos SOLID BLACK Inaugural Class of 2021, a group of changemakers from the Black community whose work and stories will be shared across the brand's social media channels. Each Changemaker will receive $50,000 in monetary support. To hear the members' stories, fans can tune in every Friday to Doritos' social media channel.
"Doritos has long been a brand that believes in igniting and championing bold self-expression and authenticity," said Stacy Taffet, vice president of marketing, Frito-Lay North America. "We are proud to provide a platform and resources to innovators and creators who are making a lasting impact on culture and hope that their stories can inspire the next generation in the continued effort to create a more equal and diverse world."
Image Credit: Doritos
To kick off the project, Doritos recently launched the Doritos SOLID BLACK Inaugural Class of 2021, a group of changemakers from the Black community whose work and stories will be shared across the brand's social media channels. Each Changemaker will receive $50,000 in monetary support. To hear the members' stories, fans can tune in every Friday to Doritos' social media channel.
"Doritos has long been a brand that believes in igniting and championing bold self-expression and authenticity," said Stacy Taffet, vice president of marketing, Frito-Lay North America. "We are proud to provide a platform and resources to innovators and creators who are making a lasting impact on culture and hope that their stories can inspire the next generation in the continued effort to create a more equal and diverse world."
Image Credit: Doritos
Trend Themes
1. Inclusive Branding Initiatives - Companies can showcase their commitment to diversity and inclusion through initiatives that amplify underrepresented voices and stories.
2. Changemaker-focused Marketing - Brands can spotlight and financially support individuals who are making a positive impact in their communities through creative marketing campaigns.
3. Social Media Sponsorship - Companies can utilize their social media channels to share stories and amplify the voices of underrepresented communities, while building brand awareness.
Industry Implications
1. Snack Food - Snack food companies can invest in inclusive initiatives through partnerships with changemakers and community organizations to showcase their commitment to diversity and drive positive impact.
2. Marketing and Advertising - In the age of social media, marketing and advertising agencies can help brands create impactful campaigns centered around uplifting underrepresented communities.
3. Social Media - Social media platforms can serve as powerful tools for brands to showcase their commitment to diversity and amplify underrepresented voices through sponsored content and partnerships.
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