3. Doritos Rainbows
13,000 reactions; 4,600 comments; 8,719 shares
In 2015, Doritos launched a special bag of colorful chips called Doritos Rainbows which ranks third in our list of most popular Facebook ads, in support of the LGBT community. Doritos is known for promoting their brand “for the bold.” The ad campaign took this a notch higher through the tagline “There’s nothing bolder than being yourself.” Doritos Rainbows weren’t available in stores, instead being sold only through doritosrainbows.com.
To receive a bag, consumers needed to donate to It Gets Better, an organization that helps young people in the LGBT community who are being harassed and discriminated against. Suicide numbers are on the rise among LGBT youth and Doritos Rainbows wanted to be their voice so they could get them the help that they needed. The minimum donation was $10 and donors were encouraged to post a quote with the hashtag #boldandbetter.
The ad exceeded expectations with 1.8 billion media impressions. In 24 hours, all 11,500 bags were claimed on the site. Doritos Rainbows Facebook posts had the most reactions, comments, and shares in the brand’s history. It generated 70-times more comments, 12-times more likes, and 30-times more shares, reaching around 10 million people.
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