Frito-Lay has created limited-edition, rainbow-colored Doritos to support the It Gets Better Project, which brings messages of hope to LGBT youth around the world.
The special chips won't be available in stores. Instead, consumers who donate $10 or more to support the It Gets Better Project through www.ItGetsBetter.org/DoritosRainbows will be mailed a bag, while supplies last.
Consumers who donate are being encouraged to share messages of hope and inspiration using #BoldandBetter.
"Time and again, our consumers have shown us, there really is nothing bolder than being true to yourself and living life to the fullest," said Frito-Lay CMO Ram Krishnan, Frito-Lay. "With Doritos Rainbows chips, we're bringing an entirely new product experience to our consumers to show our commitment toward equal rights for the LGBT community and celebrate humanity without exception."
The Rainbows chips also will be visible at this year's Dallas Pride, on Sept. 20, as part of Doritos' first sponsorship of the annual event.
In the brand's booth, attendees will be able to pledge support for the It Gets Better Project and receive a bag of Rainbows chips while supplies last, and take photos and videos of themselves to share, using #BoldandBetter.
Doritos also will be among the PepsiCo/Frito-Lay brands represented in the company's float at the Dallas Pride parade.