Doritos Uses Vending To Encourage Voter Registration Among Youth

Sept. 26, 2016

This election season, Doritos, one of the marquee brands from PepsiCo's Frito-Lay division, is partnering with Rock the Vote, the largest non-partisan, non-profit organization in the country dedicated to building long-term youth political power, to engage and mobilize young people to register to vote and participate in elections.

As part of the Boldest Choice campaign, the Doritos brand is introducing a limited-edition Doritos bag created for those not registered to vote. It has no taste, no crunch and no chips to illustrate that, if you don't make a choice, you don't get a choice. 

To bring the Boldest Choice concept to life, Doritos created a vending machine that dispensed the provocative bags instead of the consumer's snack of choice to students not registered to vote. Only registered voters got their choice of Doritos Nacho Cheese or Cool Ranch from the machine — demonstrating that when you're not registered to vote, you don't get a choice and, if you are, you do. 

Watch the video here: