Doritos’ “Solid Black” initiative finds the snack brand putting financial and marketing muscle behind an effort to spotlight Black creators across a variety of disciplines. Such efforts, like the brand’s #AmplifyBlackVoices work from 2020, became commonplace for brands as they attempted to engage with consumers in the wake of protests for racial equality that began last summer.
However, Doritos’ latest push recognizes that amplification of Black creators is not enough to bring about real change and authentically connect with younger consumers; amplification also requires resources and support. To that end, Doritos’ $5 million commitment, the use of its marketing apparatus and its NUL donation push will help the brand avoid claims of “hashtag activism” and “woke-washing.”
