Doritos announced its partnering with It Gets Better to release Rainbow chips in support and celebration of the LGBT community last week. At first glance, I will admit I rolled my eyes so hard back into my head. However, they soon rolled right back when I discovered that these chips will only be available if you donate $10 (or the cost of bottomless mimosas) to the It Gets Better project. A lot of you will remember that touching campaign they did where one of the commercials featured Woody from Toy Story and countless other figures and supporters assuring you it gets better. As you may or may not be aware September is National Suicide prevention month and the It Gets Better project is intended to inspire hope and support the LGBTQIA+ youth. So while I normally hate when companies or labels piggyback onto queer efforts in order to drive up profits, this is one that I completely supported–and it made binge eating at 3 A.M. so much easier.
Ram Krishnan, chief marketing officer, Frito-Lay told USA TODAY
“Time and again, our consumers have shown us, there really is nothing bolder than being true to yourself and living life to the fullest. 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.”
Doritos Rainbows were available in the Cool Ranch-flavor and came in red, blue, green, purple, and orange colored tortilla chips. I say this in the past tense because as of today they are completely sold out. It’s truly a great time to be alive, queer, and thriving. We have our own chip! However, it does suck that in order to now get a bag of these limited edition snacks you have to go on eBay and be willing to fork over up to $234. Thanks, capitalism.