This week’s POW! Package of the Week — the SOLID BLACK Doritos chip bag — showcases how printed packaging can make an impact on shelf and on society. The packaging, which the Flexible Packaging Association recognized with a 2022 Flexible Packaging Achievement Award in the shelf impact category, is part of Frito-Lay’s platform supporting Black Changemakers.
In a statement launching the SOLID Black initiative, Stacy Taffet, vice president of marketing, Frito-Lay North America, said, “Doritos has long been a brand that believes in igniting and championing bold self-expression and authenticity. 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.”
The new multi-platform initiative is backed by action and funding designed to bolster the voices of Black innovators and creators and provide them with resources to continue driving change.
In addition to the SOLID BLACK Doritos packaging, which showcases artwork by Baltimore artist Megan Lewis, Frito-Lay and its Doritos brand have committed more than $5 million as part of the SOLID BLACK campaign to amplify stories of Black joy, strength, and resilience.
Doritos’ donation supplements the $10 million commitment to the 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.
If you’d like to see your printed packaging spotlighted in a future episode of POW! Package of the Week!, please email firstname.lastname@example.org and mail two samples of the assembled package (does not need to include product but does need to be assembled) along with details on how your package was printed and converted to Linda Casey, Packaging Impressions magazine, 248 Saxony Loop, Summerville, SC 29486-6939