Historically, Black voices and stories are all too often unheard. In its 2020 #AmplifyBlackVoices work, Doritos recognized this and decided to launch Doritos SOLID BLACK in 2021. SOLID BLACK is a multi-platform initiative backed by action, designed to bolster the voices of Black innovators and creators. The 2021 inaugural class of Changemakers includes members of the Black community who are using innovation and boldness to drive culture and give back to their communities. Each Changemaker received $50,000 in monetary support to continue this work, and their stories are spotlighted across all of Doritos' public channels, including its website, social media, packaging, and TV advertising. Over the summer of 2021, fans could tune in every Friday to Doritos' social channels to watch a new SOLID BLACK Friday segment highlighting a different Changemaker's story.
To mark the launch of Doritos SOLID BLACK, the Design Team brought to life two custom Doritos bags that featured the artwork of Megan Lewis, a Baltimore-based award-winning artist and multidisciplinary illustrator who is known for her large-scale murals, use of bold colors, and 'Blk Women Period LLC' series. The Doritos SOLID BLACK packs featured beautifully bold illustrations representative of Black men and women combined with geometric shapes and pops of color anchored to a solid black background. The packs feature hand-drawn typography that celebrate what it means to be Black.
Megan offered her reflections on the project:
“Knowing how visually impactful art is, I always feel honored to have such a huge responsibility; being an artist self-tasked with depicting and visually representing Black Woman and Men properly. I attempt to ensure the images of subjects portrayed in my work are shown in their best light and that they will be respected. Their images are always safe and true to who they are when I am creating. My ultimate goal is for the world to feel they have an understanding and respect of Black culture, experienced through my paintings.”
At product launch, the first 1,000 people to donate $10 or more to National Urban League received the limited-edition bags. These funds were used to support minority-owned businesses to allow them to expand and thrive. Key media outlets also received the limited-edition bag designs, complete with a custom display case created by the Design Team prominently featuring the iconic Doritos triangle, using gloss black on matte for a sleek, super premium design. The display case reveals the bags under a shroud and also serves as a tabletop display. The Design Team also created dynamic animations of the packaging to spread the word about Doritos SOLID BLACK.
The program represents a $5MM+ annual investment from Doritos as part of PepsiCo’s Racial Equality Journey Commitment. It has garnered nearly 400MM earned media impressions to date with 100% positive/neutral sentiment (no negative coverage), along with 99% key message pull-through. Ultimately, the SOLID BLACK campaign provides an avenue to amplify stories of Black joy, strength, and resilience.