Doritos® Launches "SOLID BLACK™," An Initiative To Amplify The Voices Of Black Innovators And Creators

Rhea-AI Summary

Doritos has launched the SOLID BLACK™ initiative to amplify the voices of Black innovators and creators. The campaign, which begins this summer, will invest over $5 million to support these changemakers, each receiving $50,000 for their efforts. The initiative, highlighted during the BET Awards, aims to spotlight stories of resilience through various public platforms. Additionally, Doritos is committing $100,000 to the National Urban League to support Black entrepreneurs, part of a larger $400 million commitment by PepsiCo for racial equality.

Positive

• Investment of over $5 million in the SOLID BLACK initiative to support Black creators.
• Each Changemaker receives $50,000 for their initiatives.
• Commitment of $100,000 to the National Urban League, enhancing support for Black entrepreneurs.
• Part of PepsiCo's broader $400 million initiative to advance racial equality.

Negative

• None.

PLANO, Texas, June 28, 2021 /PRNewswire/ -- Black voices and stories are too often unheard. In its 2020 #AmplifyBlackVoices work, Doritos recognized this and is now launching SOLID BLACK™, a new multi-platform initiative backed by action and funding designed to bolster the voices of Black innovators and creators and provide them with resources to continue driving change. In total, Doritos will invest more than $5 million as part of the SOLID BLACK campaign to amplify stories of Black joy, strength, and resilience.

The SOLID BLACK initiative kicks off this summer with the introduction of Doritos' inaugural class of Changemakers: members of the Black community using innovation and boldness to drive culture and give back to their communities. Each Changemaker will receive $50,000 in monetary support to continue this work, and their stories will be spotlighted across all of Doritos' public channels, including its website, social media, packaging, and TV advertising. Starting July 2, fans can tune in every Friday to Doritos' social channels to watch a new SOLID BLACK Friday segment highlighting a different Changemaker's story.

Introducing the Doritos SOLID BLACK Inaugural Class of 2021

• Anthony and Janique Edwards: Co-founders of EatOkra, the go-to app for discovering local, 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: Brooklyn-based artist, creative technologist at Google's Creative Lab, professor at NYU's Interactive Telecommunications Graduate Program, and researcher who is passionate about exploring the relationships between various forms of design and sentient experiences. She is also the founder of Afrotectopia, a social institution that is imagining, researching, and building at the nexus of new media art, design, science, and technology through a Black and Afrocentric lens.
• MsAshRocks: California-based gamer and Twitch streamer, but more importantly an activist and an ally, who is dedicated to inspiring young women, particularly those of color, and breaking down gender roles within the gaming community. She also is a strong advocate for mental health awareness.
• DeForrest Brown, Jr.: New York City-based musician, writer, lecturer, and a representative of the Make Techno Black Again campaign. As a creator, he is focused on Black innovation in electronic music and the ways in which people interact with technology and how it affects their lives.
• Eric Williams: Starting the business as a young entrepreneur, Williams is the founder and owner of Nacho Bangers, a one-of-a-kind 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 does this by spreading positivity and connecting the enjoyment of food and music by bringing together local artists and youth around the world through his social media platforms and marketing.
• Nic Stone: New York Times best-selling young adult literature author, Spelman College grad, and Atlanta-native who constantly strives to bring diverse voices and stories to her work. In addition to "Dear Martin," her books include "Dear Justyce" and middle-grade novel, "Clean Getaway," "Odd One Out," "Jackpot," "Black Panther" novels "Shuri and Shuri: The Vanished," as well as "Blackout" and the soon to be published "Fast Pitch."
• Sara Trail: 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.

"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."

Commitment to Communities
To further support Black entrepreneurs across the country, Doritos is committing $100,000 to National Urban League, the historic nonprofit civil rights organization dedicated to economic empowerment, and is asking its fans to get involved by visiting www.doritos.com/SOLIDBLACK. The first 1,000 people to donate $10 or more to National Urban League will receive a limited-edition Doritos SOLID BLACK bag designed by Megan Lewis, an award-winning artist from Baltimore best known for her 'Blk Women Period LLC' series who was featured in Doritos' 2020 #AmplifyBlackVoices campaign. The funds will be used to support minority-owned businesses to allow them to expand and thrive. 

"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 chief executive officer of the National Urban League. "Every donation helps to create a real, positive impact on Black-owned small businesses in communities across the nation."  

Doritos' donation supplements the $10 million commitment to National Urban League that The PepsiCo Foundation recently announced as part of their Black Restaurant Accelerator program, providing 500 Black restaurant owners in 11 cities over the next five years with capital, technical assistance, and mentorship services. These efforts are part of the $400 million commitment PepsiCo made over the next five years to advance racial equality within the company, industry, and the communities it serves.  

The SOLID BLACK initiative was first highlighted during the BET Awards on June 27 in a new Doritos TV commercial. The TVC was created in partnership with BET and featured artist Luke James who appeared in last year's #AmplifyBlackVoices campaign.

To learn more about SOLID BLACK and the Changemakers' stories, fans can visit www.doritos.com/SOLIDBLACK.

About Doritos
Doritos believes there's boldness in everyone. We champion those who are true to themselves, who live life fully engaged and take bold action by stepping outside of their comfort zone and pushing the limits. Doritos is one of many Frito-Lay North America brands – the $17 billion convenient foods division of PepsiCo, Inc. (NASDAQ: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at the corporate website, http://www.fritolay.com/, and on Twitter http://www.twitter.com/fritolay.

About PepsiCo
PepsiCo products are enjoyed by consumers more than one billion times a day in more than 200 countries and territories around the world. PepsiCo generated more than $70 billion in net revenue in 2020, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker, Tropicana and SodaStream. PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages, including 23 brands that generate more than $1 billion each in estimated annual retail sales.

Guiding PepsiCo is our vision to Be the Global Leader in Convenient Foods and Beverages by Winning with Purpose. "Winning with Purpose" reflects our ambition to win sustainably in the marketplace and embed purpose into all aspects of our business strategy and brands. For more information, visit www.pepsico.com

About National Urban League
The National Urban League is a historic civil rights organization dedicated to economic empowerment in order to elevate the standard of living in historically underserved urban communities. The National Urban League spearheads the efforts of its 91 local affiliates through the development of programs, public policy research and advocacy, providing direct services that impact and improve the lives of more than 2 million people annually nationwide. Visit www.nul.org and follow us on Facebook, Twitter, and Instagram: @NatUrbanLeague.

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SOURCE Frito-Lay North America

FAQ

What is Doritos SOLID BLACK™ initiative?

The SOLID BLACK™ initiative is a campaign by Doritos aimed at amplifying the voices of Black innovators and creators with over $5 million in support.

When did the Doritos SOLID BLACK™ initiative launch?

The initiative was launched on June 28, 2021, and began its activities in the summer of 2021.

How much funding will each Changemaker receive from Doritos?

Each Changemaker selected by Doritos will receive $50,000 to support their work.

Is PepsiCo involved in the SOLID BLACK™ initiative?

Yes, the SOLID BLACK™ initiative is part of PepsiCo's larger $400 million commitment to advance racial equality in various communities.

How can I support the National Urban League through Doritos?

Fans can donate $10 or more to the National Urban League to receive a limited-edition Doritos SOLID BLACK bag.