Doritos has launched a one-minute ‘Solid Black’ spot to celebrate three of its 2023 Black Changemakers, part of a three-year-old program developed in partnership with the PepsiCo Foundation. Each of sixteen nonprofit leaders get a $50,000 grant, plus leadership development training and one-on-one fundraising coaching.
The Frito-Lay brand debuted the Walton Isaacson-created ad a couple of weeks ago during cable’s “BET Awards” and will be running it into September on such linear channels as BET, ABC, NBC, CBS and FX, as well as online platforms like YouTube and Meta. OMD is the media agency, with D3 handling social.
“Doritos created Solid Black in 2021 to help fuel the initiatives of black leaders seeking to drive real change,” says DJ Mr. Rogers to open the spot. Rogers, one of 2022’s Changemakers, is co-founder of Houston nonprofit The Relief Gang.
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