Doritos® SOLID BLACK Campaign was launched to amplify Black voices and support Black changemakers, with the insight that they aren’t only driving the change in their communities; they ARE the change in their communities.
In 2023, our primary goal was to drive significant social impact by celebrating and empowering Black leaders through various consumer touchpoints. We aimed to create a lasting movement rather than a moment, showcasing Doritos' commitment to social justice and PepsiCo's Racial Equality Journey. This campaign sought to raise awareness, drive community engagement, and support Black-led nonprofit organizations financially and through increased visibility.
Staying true to our DNA of igniting boldness, inspiring action, and celebrating diversity, Doritos® created SOLID BLACK in 2021 to bolster the voices of Black Changemakers - those who use innovation and determination to drive culture, change the status quo, and give back. Doritos launched this platform with its first class of Changemakers and a limited-edition packaging design in support of the National Urban League to commemorate the program.
In 2022, Doritos SOLID BLACK welcomed a new class of Changemakers and donated to select non-profit organizations that were important to them and our community.
During its third year, Doritos SOLID BLACK had its largest impact through a multi-faceted approach:
- Recognizing Changemakers: We focused on amplifying Black voices by identifying changemakers in fields such as education, youth development, mentorship, food security and financial literacy. These changemakers were chosen for their impactful work and alignment with Doritos' bold, disruptive values. By spotlighting individuals like Alvin Irby (Barbershop Books), Marvin Pierre (Eight Million Stories), and Jessica Johnson (Scholarship Academy), we showcased real stories of tangible community impact.
- Strategic Partnerships: The PepsiCo Foundation provided $50,000 grants, specialized training, and networking opportunities to 16 Black nonprofit leaders. These partnerships fueled change at the grassroots level. For example, Chef Chris Williams, founder of Lucille's 1913, not only co-created the Spicy Pineapple Jalapeño flavor but also brought authenticity and depth to the campaign’s narrative. Collaborations with Black-owned brands, like Bricks & Wood, resulted in sold-out merchandise, with proceeds supporting Rescue a Generation, directly benefiting Black communities.
- Media and Public Engagement:The campaign kicked off at the BET Awards with a high-impact TV commercial, bolstered by digital content and on-the-ground activations. We engaged directly with target audiences through sponsored events like Revolt World and the HBCU Tour. The Good Loop "Watch to Donate" initiative was a key feature, raising $175,000 for nonprofits like Barbershop Books and The Scholarship Academy, ensuring every view made a difference.
- Merchandise and Product Integration: We launched the limited-time Spicy Pineapple Jalapeño flavor, co-created with Chef Chris Williams, and featured packaging by Mz. Icar. The Bricks & Wood merch collaboration sold out, with all proceeds supporting Rescue a Generation. These efforts highlighted Black culture’s influence while providing direct support to community initiatives.
- Field Support and Local Engagement: To reinforce the campaign's message and amplify presence at the grassroots level, we created local murals, participated in various community events and engaged field teams.
Challenges included ensuring cohesive branding across diverse campaign elements and strategically timing media pulses for maximum impact. Despite these, the campaign stood out for its authenticity, strategic partnerships and impactful storytelling.
The 2023 Doritos® Solid Black Campaign delivered outstanding results:
- Media Reach:
- Over 1.5 billion earned impressions with 100% positive/neutral sentiment.
- Significant increases in ad recall and program awareness.
- Community Impact:
- Partnered with the PepsiCo Foundation to support the largest class of Black changemakers, providing $50,000 grants to 16 nonprofit leaders.
- Raised $253,000 through Bonterra fundraising platform, advancing the missions of participating nonprofits.
- Engagement:
- High engagement at Revolt World, with 9 out of 10 attendees expressing positive feedback.
- Strong performance on social media despite limited reach, maintaining high engagement rates.
Overall, the campaign not only exceeded its objectives but also created a sustainable platform for future initiatives, reinforcing Doritos' commitment to social impact.
Video for Doritos SOLID BLACK
