There’s Nothing Bolder Than Being Yourself
Doritos is showing its support for LGBT teenagers with limited-run rainbow chips. Which signals that branding-wise it is moving into a rather mainstream territory highlighting an almost generational divide, or social media’s progressive side. As brands seek to highlight their diversity and inclusion, not just for the small communities of marginalized voices, but for the benefit too of their loved ones, friends and family.
This is indeed a bold move, that takes Corporate Responsibility marketing tactics to a whole other level by aligning themselves with a suicide prevention, and empowerment campaign. That having done it once is enough to ingratiate and create a lasting brand moment with such a simple gif, commercial, and good graphics.
Of course their commitment will and does go further than that, but for social media’s perspective this isn’t always a safe choice, but recently reactions of people, even famous ones, help buffer any risk that might be associated with it. Target among others had a vigilante commenter for starters, but then suffered their own “bathroom scare” debacle and faced it head on. As one must do these days. Much easier to do when you have a PR Team and graphics department. Not as easy if you are a solo-entrepreneur or microbrand. That doesn’t mean you can’t learn from their tactics, or evolve as these issues continue to percolate to the top during a contentious political season.
Just do so with care and caution, but not so much that you are then perceived as being against something, by not exerting natural support. That is where a good strategy trumps, making a stray comment/post on the fly. Like this tweet below illustrates perfectly: