Burger King had a gay-themed Whopper in 2014. Frito-Lay has countered with gay-themed Doritos.
Frito-Lay has joined forces with the It Gets Better Project to produce a snack capable of coating customers with an LGBT-powdered rainbow on their fingertips.
“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 Ram Krishnan, Frito-Lay’s chief marketing officer, in a press release. “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 the It Gets Better Project was started in 2010 by author Dan Savage and his partner Terry Miller. The nonprofit organization reaches out to bullied LGBT teens.
Those who donate $10 to the organization will receive a bag of the rainbow-colored Doritos for a limited time.
“There’s nothing bolder than being yourself” is scrawled across packaging for the snacks.
Burger King Worldwide Inc. had a similar campaign in the summer of 2014 during the week of the San Francisco Pride Parade. Customers who purchased a “Proud Whopper” along the parade route received their hamburger in rainbow packaging.
“We are all the same inside” was printed on the top of the wrapping.
See “The Big List of ‘gayest’ companies in America,” where support for homosexual, bisexual and transgender causes is a priority.