Rainbow Doritos prove that It Gets Better, even in the world of chips

Sep 17, 2015 at 1:33 p.m. ET

Doritos bags already come in a rainbow of colors, but now the chips themselves are getting a rainbow makeover.

In support of the It Gets Better Project, Doritos is launching limited edition Doritos Rainbows chips. These multicolored, rainbow-hued Cool Ranch Doritos are inspired by the pride flag.

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The Doritos Rainbows chips won't be available in stores. Instead, any person who donates $10 or more to the It Gets Better Project here will be sent a bag, while supplies last. The company is also encouraging supporters to use the hashtag #BOLDANDBETTER to share messages of inspiration and solidarity.

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The It Gets Better Project was started in 2010 by activist Dan Savage, who created a video with his partner to let young members of the LGBT community know that though they may face harassment, life does get better as you get older and as society makes social progress. The video went viral, and there are now more than 60,000 It Gets Better videos created by people from around the world.

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What is Doritos' reasoning behind partnering with the It Gets Better Project and launching Doritos Rainbows? Ram Krishnan, chief marketing officer at Frito-Lay, said in a press release,"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."

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At Dallas Pride, where Doritos will be a first-time sponsor, attendees who visit the Doritos booth can also make a donation to the It Gets Better Project and receive their bag of Rainbows chips there, while supplies last.

Both organizations are hopeful that customers' desire to get their hands on the multicolored Doritos will help fuel donations to It Gets Better. And I'm sure Doritos fanatics from around the world agree that having rainbow-stained fingertips after a major snacking sesh is much more preferable than having to rock plain orange.

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