Doritos is giving Black creators a platform by committing $5 million.We told you about the many brands who are supporting diverse and inclusive initiatives, and the Frito-Lay brand is the latest to do so. The company launched “Solid Black,” an initiative that seeks to boost the voices of and provide resources to Black creators by investing more than $5 million as part of their efforts. As part of it, they selected seven “changemakers” who are innovating “to drive culture and give back to the Black community.” Each of those who were selected will receive $50K to support their work, which will be showcased on the brand’s site with a dedicated landing page, social media, and packaging and TV advertising. Starting at the beginning of next month, Doritos will tell a different changemaker’s story across its social channels every Friday. Additionally, the brand will commit $100K to the National Urban League (NUL), and the first 1,000 consumers that donate $10 or more to the nonprofit will receive a limited-edition Doritos bag designed by Baltimore artist Megan Lewis. (Marketing Dive)
