This year's contentious election in the United States has proven to be one of the most most crucial in history in terms of determining the future of the country and with the help of the nonprofit organization 'Rock the Vote,' Doritos is trying to get younger generations involved.
The partnership makes sense as the purpose of Rock the Vote is to engage the Millennial demographic in the political process and Doritos primarily appeals to that same demographic. The branding that encourages people to vote is a metallic silver, with the Doritos labeling featured in the colors of the United States' flag. The bag's slogan says: "The Boldest Choice is Making a Choice."
Given the importance of voting this election, particularly among Millennials who are likely to be more accepting and open-minded in response to various circumstances and issues, Doritos' involvement in the Rock the Vote organization is an important decision on the brand's part.