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PLANO, Texas — Frito-Lay's Doritos tortilla chips brand is teaming with Rock the Vote in a promotion designed to encourage younger people to cast their ballots in November, reported USA Today.
The promotion is based on the theme of boldness and highlights the blandness of a society where many young adults do note vote. Its primary message is: "The boldest choice is making a choice."
Frito-Lay will give away silver Doritos packages at Rock the Vote rallies and through its website, but instead of chips, the packages contain inedible pieces of cardboard in a message to those who refuse to register to vote.
"We wanted to make sure as a brand, we are encouraging bold action," stated Jennifer Saenz, chief marketing officer for Frito-Lay.
The Doritos brand is also hosting an election-themed contest on its website that encourages consumers to "vote" for one of two Doritos flavors: Nacho Cheese in red packaging or Cool Ranch in blue Packaging.
"We try to engage in popular culture," Saenz added. "The election lends itself to consumer conversation."