Kudos to Doritos for their latest marketing initiative for the It Gets Better Project in support of the lesbian, gay, bisexual and transgender community. They created limited-edition bags of rainbow Doritos that are only available to supporters of the cause with donations of $10 or more. It just goes to show the voice brands have that can really make a difference. In fact, when I went to buy a bag, they were sold out! In as much as I was disappointed, I was also happy to see that donations were flowing.
Doritos is a brand that stands for being bold, so this initiative, #boldandbetter, was a perfect extension of their values. Ram Krishnan, CMO, says it best, “Doritos Rainbows chips are a first-of-its-kind product supporting the LGBT community. Doritos the brand has stood ‘for the bold,’ and we believe there is nothing bolder than being yourself.”
When it comes to social media, and all brand marketing for that matter, it is important that any creative execution be authentic to the brand voice. And if you don’t have a brand voice, I suggest you figure that one out first…and fast. As a brand, know who you are and what you stand for, and then develop innovative ideas that reflect those values. If you don’t do that, it’ll be like Halloween everyday where you’re pretending to be someone you are not (and guess what, people will notice!).