Doritos launches SOLID BLACK to amplify voices of Black innovators and creators
Seven Changemakers to each receive $50,000 and a platform to share their stories of joy, strength, and resilience.
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.