Snack Strong: Frito-Lay’s New $5M Doritos Campaign Is Amplifying the Voices of Black Founders and Creators

As part of Doritos' new SOLID BLACK initiative, seven Changemakers will each receive $50,000 and the chance to share their stories on all of the brand's public channels, which includes limited-edition chip bags. Doritos is also committing $100,000 to nonprofit civil rights organization National Urban League.

Last year, Doritos launched its #AmplifyBlackVoices initiative to take meaningful action and push for real change when it comes to social equity. To further this mission, Doritos—a brand from Plano-based Frito-Lay—is now launching SOLID BLACK to share stories of Black joy, strength, and resilience. 

Doritos plans to invest more than $5 million as part of the multi-platform initiative designed to strengthen the voices of Black innovators and creators by providing them with the tools to continue driving change. 

SOLID BLACK was first introduced during the BET Awards last night as a new Doritos TV commercial. The commercial was created in partnership with BET and included artist Luke James, who participated in last year’s #AmplifyBlackVoices campaign.

Kicking off the summer, SOLID BLACK will introduce an inaugural class of ‘Changemakers’: members of the Black community who are being recognized for their unique approach to driving cultural change and giving back. Doritos says it’s all about “amplifying voices of truth.”

Changemakers will be highlighted across Doritos’ channels, including its website, social media, packaging, and TV advertising. Every Friday, starting July 2, a SOLID BLACK segment will premiere to highlight different Changemakers’ stories.

Each will also receive $50,000 to continue their work.

“Doritos has long been a brand that believes in igniting and championing bold self-expression and authenticity,” said Stacy Taffet, vice president of marketing, Frito-Lay North America. “We are proud to provide a platform and resources to innovators and creators who are making a lasting impact on culture and hope that their stories can inspire the next generation in the continued effort to create a more equal and diverse world.”

Committed to change

And, to continue advocating for Black entrepreneurs across the U.S., Doritos is committing $100,000 to the National Urban League, a nonprofit civil rights organization dedicated to economic empowerment.

The chip brand has also put out a call-to-action for the public to get involved.

The first 1,000 people to make a donation of $10 or more to the National Urban League will receive a limited-edition Doritos SOLID BLACK bag designed by Megan Lewis, an award-winning artist who was featured in Doritos’ #AmplifyBlackVoices campaign. The funds will be used to support minority-owned businesses.

“The National Urban League is proud to be teaming up with Doritos on their SOLID BLACK initiative to help advocate for economic and social justice for the Black community,” said Marc H. Morial, president and CEO of the National Urban League, in a statement. “Every donation helps to create a real, positive impact on Black-owned small businesses in communities across the nation.”  

The Doritos Donation is a supplement to the $10 million commitment that The PepsiCo Foundation recently made to the National Urban League as part of its Black Restaurant Accelerator program. The accelerator will provide 500 Black restaurant owners in 11 cities over the next five years with capital, technical assistance, and mentorship services. 

It’s also all part of a five-year, $400 million commitment PepsiCo made in dedication to advancing racial equality within the company, industry, and communities it serves.  

Introducing the Doritos SOLID BLACK inaugural class

Meet the Changemakers being featured in the first installment of SOLID BLACK, courtesy of Doritos.

  • Anthony and Janique Edwards, the co-founders of EatOkra, an app for discovering nearby Black-owned eateries. Their mission is to connect thousands of foodies to Black restaurants and culinary events while amplifying the dining experience for and by Black communities.
  • Ari Melenciano, a Brooklyn-based artist, researcher, creative technologist at Google’s Creative Lab, professor at NYU’s Interactive Telecommunications Graduate Program, and founder of Afrotectopia, which builds at the nexus of new media art, design, science, and technology through a Black and Afrocentric lens.
  • MsAshRocks, a California-based gamer and Twitch streamer, who is dedicated to inspiring young women, particularly those of color, by breaking down gender roles within the gaming community. She also is an advocate for mental health awareness.
  • DeForrest Brown, Jr., a New York City-based musician, writer, lecturer, and representative of the Make Techno Black Again campaign. He focuses on Black innovation in electronic music and the ways in which people interact with technology.
  • Eric Williams, founder and owner of Nacho Bangers, a restaurant inspired by Mexican cuisine that is giving back to the city of Baltimore by partnering with organizations that provide pathways for entrepreneurship, financial empowerment, and social justice. He brings together local artists and youth through social media platforms and marketing.
  • Nic Stone, a New York Times best-selling young adult author who brings diverse voices and stories to her work. Her work includes “Dear Martin,” “Dear Justyce,” “Clean Getaway,” “Odd One Out,” “Jackpot,” “Shuri: A Black Panther Novel,” “Blackout” and the soon to be published “Fast Pitch.”
  • Sara Trail, a sewing teacher, author, pattern and fabric designer, and founder of the Social Justice Sewing Academy, a platform that empowers young people to use sewing to express themselves, create opportunities for growth and change, and educate communities. 


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