Plano, Texas-based Doritos is teaming up with actress and comedian Ego Nwodim to announce the return of Solid Black, a multi-platform initiative backed by action and funding to shine a light on Black changemakers – people who are driving impact, activism and a culture of change in their communities.
In its sophomore year, Doritos Solid Black is celebrating and spotlighting its class of Black changemakers by donating to five non-profit organizations that support the next generation. The brand is also elevating the work of Black creators through limited-edition packaging and leveling up its commitment by launching the PepsiCo Foundation’s new Black Nonprofit Changemakers program.
Doritos will lend its website, social media, packaging and TV advertising to showcase the work of these individuals and organizations, investing more than $5 million as part of the Solid Black campaign.
To kick off this year’s initiative, Doritos is enlisting Nwodim to spread the Solid Black message in a new TV commercial. Premiering at the BET Awards on June 26, this commercial is the first of many mediums where Doritos will showcase stories this summer.
“When I first heard about the innovative ways these Black Changemakers support their local communities, I couldn’t wait to get involved,” Nwodim said. “I’m excited to help Doritos celebrate the second year of Solid Black and give these powerful community members the platform they deserve to drive change.”
Doritos is committing $200,000 to support this year’s class of four Solid Black Changemakers and donating an additional $125,000 to five non-profit organizations that support the next generation of Black Changemakers. New this year, each changemaker had the opportunity to select one of the nonprofits receiving a donation from Doritos.
The 2022 class of Solid Black Changemakers includes:
- PikaChulita, a gamer from Memphis, Tennessee, who is part of Black Girl Gamers, a Twitch channel centered around creating safe and supportive spaces for marginalized individuals. Doritos is donating $25,000 on her behalf to Code Crew, which educates, trains and mentors those underrepresented in tech through practical, hands-on computer science education programs.
- Miss Diddy, an entertainment marketer from Compton, California, who uses her platform and status in the entertainment industry to bring attention to issues in the Black community and mobilize people to make a difference. Doritos is donating $25,000 on her behalf to SoLa I CAN Foundation, a nonprofit affiliate of SoLa Impact, which aims to improve the lives of South Los Angeles residents and break the cycle of intergenerational poverty by providing opportunities for education and economic mobility.
- Eric Hart Jr., a 22-year-old Georgia native and graduate of NYU’s Tisch School of the Arts, where he studied photography and imaging. As a photographer, Hart’s stylized portraiture is an exploration of Blackness and shifting identities within Black culture. Doritos is donating $25,000 on his behalf to The Gordon Parks Foundation, which preserves the work of Gordon Parks and champions current and future generations of creatives.
- Justin Rodgers, a Houston-based DJ, producer and radio mixer, who has produced and co-written hit records and has toured alongside several platinum recording artists. Doritos is donating $25,000 to The Relief Gang, who helps benefit and supply the Houston community with relief efforts like living conditions, education, personal health and motivation.
Doritos is also donating $25,000 to For Oak Cliff, which provides culturally responsive initiatives in South Oak Cliff to create an environment of education and increase social mobility and social capital. The organization develops programs in the local community across a variety of categories including education, advocacy, community building and arts.
Doritos will also share their work across its website, social media and packaging. For this year’s Solid Black program, Doritos partnered with Mz. Icar, an anonymous art collective comprised primarily of Black women, to design new, limited-edition Doritos Solid Black packaging. This is the second time Doritos has offered its packaging as a platform to spotlight Black artists.
The limited-edition bag designed by Icar also marks the return of fan-favorite Doritos Blazin’ Buffalo and Ranch, a flavor specially selected by a 2021 Solid Black Changemaker, chef Eric Williams of Nacho Bangers. Two thousand of these exclusive bags are available on snacks.com.
To learn more about Solid Black, visit doritos.com/solidblack.
