Featured image for Doritos SOLID BLACK Initiative Launches With Specially Designed Chip Bags

Doritos SOLID BLACK Initiative Launches With Specially Designed Chip Bags

by Rudy Sanchez on 07/15/2021 | 2 Minute Read

Building on last year’s #AmplifyBlackVoices campaign, Doritos has announced SOLID BLACK, a new multi-platform initiative aiming to support and boost the voices of Black innovators and creators. As part of SOLID BLACK, Doritos has selected the inaugural class of seven Changemakers, with each creative receiving $50,000 in funding towards their work, as well as getting highlighted across the brand’s channels.

Doritos is also pledging $100,000 to the National Urban League, an organization that since 1910 has worked towards lifting up African American lives and those of other historically underserved communities. The first 1,000 people that donate to the National Urban League will receive specially designed Doritos bags featuring artwork from Baltimore-area artist Megan Lewis. Consisting of two designs, both bags showcase a powerful, bold, and colorful manifestation of Black culture. The designs highlight a black background, bright, colorful elements, and either a Black man or woman, revealing power, confidence, and positivity. Affirmative words such as “beautiful” and “intelligent” surround each person on the packaging.

Editorial photograph

SOLID BLACK’s inaugural class includes Anthony and Janique Edwards, co-founders of EatOkra, a Black-owned business discovery app, and Ari Melenciano, founder of Afrotecopia, a space to explore the possibilities at the intersections of art, design, technology, culture, and Black activism through a Black and Afrocentric lens. Also in the 2021 class is MsAshRocks, Twitch partner and streamer who works to break down gender and color barriers in gaming, and DeForrest Brown Jr, musician and representative of Make Techno Black Again. Also featured are Eric Williams, founder and owner of Baltimore’s Nacho Bangers restaurant, New York Times best-selling young adult author Nic Stone, and Sara Trail, founder of Social Justice Sewing Academy, an organization empowering youth through sewing and textile art.

"Doritos has long been a brand that believes in igniting and championing bold self-expression and authenticity," said Stacy Taffet, vice president of marketing at Frito-Lay North America, in a press release. "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."

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