Doritos are leaning into Mental Health Month with the launch of a new purple chip, in its continued partnership with Australian online mental health organisation ReachOut.
The new chips are only available in 7-Eleven stores nationwide and have been described as having a “bold and spicy flavour”.
Every bag features a QR code that connects consumers directly to ReachOut’s online resources, tips and support. The code is also featured across Doritos’ core range, increasing access to practical mental health support all year round.
The launch marks the next step in Doritos and ReachOut’s shared ambition to help one million people take action for their mental health, with has already reached more than 750,000 young people since partnering in 2022.
The CMO of PepsiCo (owner of Doritos), Alessia Taddei commented on the new product: “With Fiery Purple Blaze, we’re using our bold new flavours to help raise awareness of ReachOut and the support they provide to young Australians. Through our partnership, we hope to remind young Australians that they don’t have to go through tough times alone.”
And the CEO of ReachOut, Gary Groves highlighted that 40 per cent of young people in Australia suffer from mental health difficulties.
“We know that there is a large number of young people across the country who currently aren’t seeking support. Mental Health Month provides an important opportunity to shine a spotlight on these issues.”
“Working with PepsiCo Australia and Doritos provides ReachOut with a vital opportunity to pop up in the lives of young people in an unexpected way. It’s a reminder to young people across the country that support is there so that they are better able to cope with the challenges they’re facing today and better set up and equipped to manage when life doesn’t go as planned,” he said.
Alongside the exclusive product launch, Doritos, 7-Eleven and ReachOut will activate throughout October with in-store activity and co-branded touchpoints designed to encourage more Australians to prioritise their mental health and wellbeing.
