2021 Galleries
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Galleries // 2021 Spark:Digital // Doritos Rainbow 2020
Doritos Rainbow 2020
Finalist
Competition: Spark:Digital
Designer: Design Team
Design Type:
Company / Organization / School: PepsiCo Design & Innovation
Website: http://http://design.pepsico.com
Team Members: PepsiCo Design & Innovation Team
To showcase our ongoing support for the LGBTQ+ community, Doritos® Brazil and Mexico teamed up for a fully integrated cause marketing campaign, One Kiss, One Donation. Through TV, digital, and retail we created a virtual chain of love and respect that swept across social media and into people’s hearts. The underlying goal of the campaign was to gather 1 million virtual kisses that were converted into donation to support the LGBT + community and their families. The biggest challenge for a pride celebration during COVID-19 is, well, COVID-19. We were faced with a global pandemic that forced us to rethink the traditional sponsorship of parades and gatherings. These symbols of community that exude the outpouring of freedom and joy that punctuate pride. Let’s just say we had our work cut out for us. Doritos is a brand that’s not afraid to take a stand. In countries where three-quarters of the LGBTQ+ population has documented cases of discrimination, we weren’t about to pass up an opportunity to show our support. To champion respect. Love. Diversity. To empower the people who dare to live their truth in the public eye.
