When the US Supreme Court ruled gay marriage is legal in 2015, that year became a historic one for the LGBT movement. But while you can create laws, you can’t legislate acceptance. Coming out is still scary. As a result, suicide is the leading cause of death among LBGT young people in the U.S. Over 30% of them have attempted to kill themselves. So we partnered with the It Gets Better Project, whose mission is to inspire hope among LGBT youth, and created DORITOS Rainbows, a rainbow-colored chip that wasn’t only product, but a digital platform of support and the beginning of a social campaign.

The bags contained rainbow-colored chips inside and quotes submitted by the LGBT community on the outside. The bags were not sold, but rather claimed, since all proceeds went directly to the It Gets Better Project. People could decide how much they wanted to donate, starting with a minimum of $10. But first they had to show their support publicly by tweeting a message of support using the hashtag #boldandbetter.

The product was launched online at DoritosRainbows.com. Once ordered, the bags were delivered via mail during the weeks leading to National Coming Out Day. Each bag came in a special box with stickers containing the campaign motto “There’s nothing bolder than being yourself” and a letter inspiring each person to post their stories and their support. As a result, several unboxing videos and pictures were posted to Instagram, Facebook and Twitter.

The brand also took center stage at the Pride Parade in Dallas, where Frito-Lay is headquartered. The brand participated in the parade with a dedicated float and a booth where attendees were able to pledge their support to the cause and receive a bag of DORITOS Rainbows.

DORITOS Rainbows was the most successful launch in Frito-Lay’s history, with 1.8 billion media impressions. The product garnered 686 placements and over $170 million it total ad equivalency, as indicated by PepsiCo. All the bags were claimed in less than 12 hours, and $180,000 was raised, generating the It Gets Better Project its single largest donation ever. The campaign trended on Facebook, Twitter and Instagram simultaneously. On Facebook it was among the top subjects for six consecutive days. On Twitter, the brand’s posts for DORITOS Rainbows generated a 600% increase in re-tweets and a 300% increase in likes. On Facebook, each post generated an average of 30 times the average number of shares, 12 times the average number of likes and 70 times the average number of comments.