As brands continue to enter the world of racial and social justice, consumers are setting high and higher expectations. In fact, over half of individuals want companies to take the lead in addressing social justice issues – with 62 percent believing companies can help normalize social justice conversations through their marketing and communications. Today, we explore how one brand is meeting these expectations through passing the mic to Black influencers.
This past month, Doritos launched a new campaign and product line called SOLID BLACK. It isn’t a flavor of chip, but a “new multi-platform initiative backed by action and funding designed to bolster the voices of Black innovators and creators.” This continuation of the brand’s efforts to uplift Black voices features the inaugural 2021 class of seven Changemakers who are using innovation and passion to expand Black culture and support their communities. The snack brand will be funding each Changemaker with a $50,000 grant and featuring them across Doritos’ social channels, advertisements and packaging to boost each creators’ story. In addition, Doritos is launching two limited-edition SOLID BLACK Doritos bags designed by award winning Baltimore Black artist, Megan Lewis. The bags can be acquired by the first 1,000 people to donate to the National Urban League. To further the brand’s commitment to the Black community, Doritos also donated $100,000 to the National Urban League to aid more Black entrepreneurs across the country. Stacy Taffet, Vice President of Marketing at Frito-Lay North America, explains that the brand is “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.”
When it comes to racial justice, there is no quick or easy solution to undoing hundreds of years of injustices, so companies must think differently and perhaps more deeply about how to engage. Here, instead of simply a monetary donation, Doritos created a program to uplift innovators and creators and inspire future generations as well. If companies can continue to use all the resources available to uplift the Black community and other historically excluded groups of people, we can get closer to the systemic and impactful change that is really needed.