With a bit more than month to go to the 2016 Presidential election, Doritos is helping to engage and mobilize young people to register to vote and participate in making a choice at the polls. As part of the Boldest Choice campaign, Doritos, one of the marquee brands from PepsiCo’s Frito-Lay division, is introducing a limited-edition bag created for those not registered to vote. It has no taste, no crunch and no chips to illustrate that, if you don’t make a choice, you don’t get a choice.
Starting on the day of National Voter Registration Day, the September 27th, consumers in North America can buy the limited edition silver bag of unusual “No Choice” Doritos and send it a person who hasn’t yet registered to vote. According to the U.S. Census Bureau the youth vote in America has decreased by double digits since 1964 – one in two Americans ages 18 to 24 did not vote in 1964 and by 2012, 62 percent did not turn out to polls. So, the brand built on bold choices is targeting the Millennial generation and hopes the bland bag will encourage them to make the boldest choice by casting a vote November 8.
Doritos partnered with Rock the Vote, the largest non-partisan, non-profit organization in the country dedicated to building long-term youth political power, to engage and mobilize young people to register to vote and participate in elections. The brand will join Rock the Vote on its Truth to Power bus tour to various stops at college campuses over the country.
Jesse Moore, Vice President at Rock the Vote, explained that “Millennials represent the largest, most diverse voting bloc in our nation’s history, and, given that the stakes have never been higher, it’s encouraging to see companies like Doritos work with us to champion a stronger more inclusive future for young people.”
And Jennifer Saenz, Senior Vice President and Chief Marketing Officer at Frito-Lay, added that: “This election season, Doritos believes the boldest choice is making a choice. We have always believed every single person can make an impact – we all have a voice and it’s important we exercise that voice and be heard. Our campaign reinforces the idea that if you don’t make a choice, someone else chooses for you.”
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