The Colorful Crunch: Doritos, LGBTQ+ Representation, and the Ever-Changing Landscape of Advertising

Doritos. The iconic, triangular tortilla chip. A snack synonymous with Super Bowl commercials, bold flavors, and a deep, orange hue. But beyond the crunch, there's a story evolving, a narrative playing out on screens around the world that goes beyond just nacho cheese and cool ranch. It's the story of a brand navigating the complex world of LGBTQ+ representation in advertising, a story filled with both celebration and controversy.

From "Gay Tease" to Heartfelt Acceptance: A Shifting Paradigm

For years, Doritos, like many brands, dipped their toes into the waters of LGBTQ+ themes. But the approach was often tentative, marked by what some critics called "gay tease" - hints of LGBTQ+ storylines or characters that felt more like an attempt at relevance than genuine inclusion. These early forays, often seen in user-generated content from the "Crash the Super Bowl" contest, sometimes veered into the realm of stereotypes or were viewed as simply leveraging the community for brand visibility.

However, something has shifted. More recently, Doritos Mexico has taken the lead, releasing commercials that are openly and emotionally supportive of the LGBTQ+ community. These ads showcase authentic stories of love, acceptance, and familial bonds. Take, for instance, the heartwarming Valentine's Day commercial that resonates with authenticity. These aren't just fleeting moments of representation; they are deliberate attempts to create a connection, to show that the brand understands and embraces the community.

The Power of Representation: A Commercial That Moved Hearts

One commercial, in particular, stands out as a watershed moment: a poignant story of a family visiting their deceased Uncle Alberto. The twist? Uncle Alberto appears as a spirit, alongside his partner, Mario. The ad beautifully depicts their love, their connection, and the family's acceptance of their relationship. The commercial generated tears and sparked significant conversations. This ad demonstrated that Doritos was capable of producing powerful and meaningful content that celebrates queer relationships with genuine empathy.

Beyond the Commercials: The Broader Context

The evolution of Doritos' advertising mirrors a larger trend within the industry. Brands are increasingly recognizing the purchasing power and cultural influence of the LGBTQ+ community. But it's not just about ticking a box. There's a growing understanding that authentic representation - portraying LGBTQ+ individuals and relationships with dignity and respect - is not only the right thing to do but also a smart business move.

But not everyone is happy. Any foray into cultural discussions may lead to controversy, and this has been no different for Doritos, or the brands that followed suit. Many brands have received criticism and pushback. The controversy surrounding a brand's engagement with LGBTQ+ issues can be complex. Some people have seen Doritos' actions as an example of "rainbow washing" - where a brand uses LGBTQ+ themes for marketing purposes without making genuine efforts to support the community beyond the ads.

Building Bridges, One Bag at a Time: What's Next?

So, where does Doritos go from here? The brand has the opportunity to build on its recent successes, further deepening its commitment to the LGBTQ+ community. They could:

• Partner with LGBTQ+ organizations: Demonstrate a long-term commitment by supporting LGBTQ+ causes and initiatives.
• Feature diverse creators and stories: Give a platform to LGBTQ+ voices and perspectives in their advertising campaigns.
• Embrace intersectionality: Recognize that the LGBTQ+ community is diverse, encompassing people of various races, ethnicities, and backgrounds.
• Continue telling authentic stories: Build on the successes of the recent commercials, focusing on the real-life experiences of LGBTQ+ individuals.

Doritos' journey with LGBTQ+ representation is a work in progress. But as the brand continues to produce forward-thinking ads, the company sets a precedent for other brands to follow. The colorful crunch of a Doritos chip might just be the perfect companion for sparking open-minded conversations about acceptance and respect.