Doritos launched rainbow-colored chips on Thursday in support of gay pride and the It Gets Better Project and, within 24 hours, the unique chips sold out.
The white bags, dotted with the rainbow colors of the gay pride flag, proudly display the tag line: "There's nothing bolder than being yourself." The Cool-Ranch flavored Doritos Rainbows were not available in stores, and could only be obtained through a $10 donation to the It Gets Better Project
. On its Facebook page, Doritos said 100 percent of the money was donated.
The It Gets Better Project launched after author Dan Savage made a YouTube video in 2010 to tell LGBT young people that "it gets better" in an attempt to help them as they faced bullying and harassment, according to the organization's website. With the high rate of suicide among gay youths, the project wants to offer support and hope for those children.
Social media blew up as news of the brightly colored chips and the message they supported went viral on Thursday.
But not everyone supported the company's decision to donate dollars via Rainbows chips:
"When do the Straight Doritos come out? Lol," one person commented on the Doritos Facebook page
, while others challenged the company to make chips that offer financial support to life-threatening issues like breast cancer and ALS.
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