the Challenge:

Show Doritos support for the African American consumers who comprise a key segment of their base by creating a program that Amplifies Black Voices, allowing them to have a safe space to express concerns during times of unprecedented social upheaval.

the Solution:

Created Doritos Solid Black as a multi-channel platform for highlighting and showcasing a range of young, Black “changemakers” who make a difference in their communities by being bold in their assertion of self-confidence, pride, and service in a positive, ownable way.