Doritos' Valedictorian Program Gives Graduating Seniors a Platform
Laura McQuarrie — May 1, 2020 — Marketing
References: fritolay & prnewswire
This year, students are missing out on prom, commencement ceremonies and other meaningful moments but Doritos is looking to give students a platform by announcing its very own Doritos Valedictorian program. The program was created to give graduating seniors the chance to have their voicer heard not just by their class but by millions of people.
Doritos is inviting graduating seniors to submit a short version of their speech so that it can be shared on iHeartMedia's podcast special Commencement: Speeches for the Class of 2020. Five speakers will be selected, each of which will receive $50,000 in tuition assistance. With this program, Doritos is helping to redefine what it means to be a valedictorian, as it says "a valedictorian can be someone who carries an incredibly strong message, and who represents the resilient spirit of their graduating class."
Image Credit: Frito-Lay
Doritos is inviting graduating seniors to submit a short version of their speech so that it can be shared on iHeartMedia's podcast special Commencement: Speeches for the Class of 2020. Five speakers will be selected, each of which will receive $50,000 in tuition assistance. With this program, Doritos is helping to redefine what it means to be a valedictorian, as it says "a valedictorian can be someone who carries an incredibly strong message, and who represents the resilient spirit of their graduating class."
Image Credit: Frito-Lay
Trend Themes
1. Virtual Commencement Programs - Opportunity for brands to create virtual platforms for graduating seniors to share their speeches and experiences.
2. Podcast Sponsorship - Opportunity for brands to sponsor podcast programs that target the graduating student demographic, reaching millions of potential listeners.
3. Reimagining Valedictorian - Opportunity for brands to redefine the concept of valedictorian as someone who represents resilience and carries a strong message, rather than solely focusing on academic achievements.
Industry Implications
1. Food and Beverage - Food and beverage brands can sponsor virtual commencement programs and podcast specials, targeting the graduating student audience.
2. Education Technology - EdTech companies can collaborate with brands to develop virtual platforms and podcast programs specifically for graduating seniors.
3. Media and Entertainment - Media and entertainment companies can create podcast specials and virtual graduation events, providing a platform for graduating seniors to share their stories.
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