Last updated on June 13th, 2024
Black voices and stories are too often unheard. In its 2020 #AmplifyBlackVoices work, Plano, Texas-based 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. 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.
Doritos Solid Black Inaugural Class of 2021
- Anthony and Janique Edwards: Co-founders of EatOkra, the go-to app for discovering local, Black-owned eateries. Their mission is to connect thousands of foodies to Black restaurants and culinary events while amplifying the dining experience for and by Black communities;
- Ari Melenciano: Brooklyn-based artist, creative technologist at Google’s Creative Lab, professor at NYU’s Interactive Telecommunications Graduate Program and researcher who is passionate about exploring the relationships between various forms of design and sentient experiences. She is also the founder of Afrotectopia, a social institution that is imagining, researching and building at the nexus of new media art, design, science and technology through a Black and Afrocentric lens;
- MsAshRocks: California-based gamer, Twitch streamer and activist and an ally who is dedicated to inspiring young women, particularly those of color, and breaking down gender roles within the gaming community. She also is a strong advocate for mental health awareness;
- DeForrest Brown, Jr.: New York City-based musician, writer, lecturer and a representative of the Make Techno Black Again campaign. As a creator, he is focused on Black innovation in electronic music and the ways in which people interact with technology and how it affects their lives;
- Eric Williams: Starting the business as a young entrepreneur, Williams is the founder and owner of Nacho Bangers, a one-of-a-kind restaurant inspired by Mexican cuisine that is giving back to the city of Baltimore by partnering with organizations that provide pathways for entrepreneurship, financial empowerment and social justice. He does this by spreading positivity and connecting the enjoyment of food and music by bringing together local artists and youth around the world through his social media platforms and marketing;
- Nic Stone: New York Times best-selling young adult literature author, Spelman College grad and Atlanta native who strives to bring diverse voices and stories to her work. In addition to “Dear Martin,” her books include “Dear Justyce” and middle-grade novel, “Clean Getaway,” “Odd One Out,” “Jackpot,” Black Panther novels “Shuri and Shuri: The Vanished,” as well as “Blackout” and the soon to be published “Fast Pitch”; and
- Sara Trail: Sewing teacher, author, pattern and fabric designer and founder of the Social Justice Sewing Academy, a platform that empowers young people to use sewing to express themselves, create opportunities for growth and change, and educate communities.
“Doritos has long been a brand that believes in igniting and championing bold self-expression and authenticity,” said Stacy Taffet, VP of marketing for Frito-Lay North America. “We are proud to provide a platform and resources to innovators and creators who are making a lasting impact on culture and hope that their stories can inspire the next generation in the continued effort to create a more equal and diverse world.”
To further support Black entrepreneurs across the country, Doritos is committing $100,000 to the National Urban League, the historic nonprofit civil rights organization dedicated to economic empowerment, and is asking its fans to get involved by visiting doritos.com/SOLIDBLACK. The first 1,000 people to donate $10 or more to National Urban League will receive a limited-edition Doritos Solid Black bag designed by Megan Lewis, an award-winning artist from Baltimore best known for her ‘Blk Women Period LLC’ series who was featured in Doritos’ 2020 #AmplifyBlackVoices campaign. The funds will be used to support minority-owned businesses to allow them to expand and thrive.
“The National Urban League is proud to be teaming up with Doritos on their Solid Black initiative to help advocate for economic and social justice for the Black community,” said Marc H. Morial, president and CEO of the National Urban League. “Every donation helps to create a real, positive impact on Black-owned small businesses in communities across the nation.”
Doritos’ donation supplements the $10 million commitment to National Urban League that The PepsiCo Foundation recently announced as part of their Black Restaurant Accelerator program, providing 500 Black restaurant owners in 11 cities over the next five years with capital, technical assistance and mentorship services. These efforts are part of the $400 million commitment PepsiCo made over the next five years to advance racial equality within the company, industry and the communities it serves.
The Solid Black initiative was first highlighted during the BET Awards on June 27 in a new Doritos TV commercial. The TVC was created in partnership with BET and featured artist Luke James who appeared in last year’s #AmplifyBlackVoices campaign.
