DORITOS® And Ego Nwodim Announce $200,000 To Support ‘SOLID BLACK’ Initiative
Find out who made this year’s class of inspirational Black changemakers.
By Dustin J. Seibert
July 6, 2022 / 3:17 PM
Doritos’ SOLID BLACK initiative is back for its second year of spotlighting and donating on behalf of Black changemakers driving impact and activism in their communities. This time, the company is kicking off the initiative with the help of actress and comedienne Ego Nwodim.
Nwodim, a Saturday Night Live regular cast member, recently seen in season 2 of the HBO Max series Love Life, will be featured in a SOLID BLACK commercial to air during the BET Awards this Sunday (June 26).
“When I first heard about the innovative ways these Black changemakers support their local communities, I couldn’t wait to get involved,” said Nwodim in a press release. “I’m excited to help Doritos celebrate the second year of SOLID BLACK and give these powerful community members the platform they deserve to drive change.”
PepsiCo Foundation stands firm in its commitment to Lift the Block, an initiative that highlights Black nonprofit leaders. As part of the PepsiCo's Frito-Lay division, Doritos is investing more than $5 million to the SOLID BLACK campaign. The company’s website, social media, and TV ads will all showcase the mission, passion, and impact of these four amazing Black Changemakers. And get them before their gone, because Doritos will also have limited-edition packaging that includes the return of Doritos Blazin’ Buffalo & Ranch flavor (selected by inaugural SOLID BLACK changemaker Eric Williams). Black woman-led anonymous art collective Mz. Icar also designed a limited-edition Doritos bag with a creative she entitled “Legacy.”
“This piece is a love letter saying, ‘I see you. We see you. We see us,’” said the artists.
This year, the four SOLID BLACK Changemakers will each receive $200,000 from Doritos and an additional $125,000 will be donated to five nonprofit organizations that support the next generation of Black community activists and leaders. They will each also channel $25,000 from Doritos to the cause of their choosing. Even more, Doritos has pledged to donate $25,000 to For Oak Cliff, a nonprofit near parent company Frito Lay’s Plano, Texas headquarters.
“We’re inspired by the unique ways this year’s changemakers are using innovation and boldness to drive culture and give back to their communities,” said Stacy Taffet, senior vice president of marketing for Frito-Lay North America.
“As a brand that believes in supporting bold self-expression, Doritos is proud to continue to grow the SOLID BLACK initiative and provide a platform and resources for our next class of Changemakers.”
Here are the four changemakers for the 2022 SOLID BLACK campaign:
Katie PikaChulita Robinson
Memphis-based Katie PikaChulita Robinson runs Dear Video Games, a podcast about building relationships in the online community and the Twitch channel Black Girl Gamers, centered around creating a safe space for Black, Latinx and LGBT+ gamers.
She uses her platform to speak openly about her experiences as a queer, Black woman in the gaming community.
“I don’t wanna be at the top by myself,” Robinson said. “I wanna bring along people who look like me. I wanna bring along other Black and brown folks; other queer folks. My role within the American Black community is the advocate, the speaker, the humanitarian. I exist to make a difference; to make an impact.”
Doritos is donating $25,000 on Robinson’s behalf to CodeCrew, a Memphis-based program that connects underrepresented youth in the city to those in the computer science education space. There’s nothing better than getting hands on experience from leaders in the industry.
Los Angeles-based entertainment marketer Miss Diddy, who became one of the only female promoters in Hollywood a decade and a half ago. She established herself in the male-dominated industry when she created her own public relations/marketing company, The Brand Group.
The former star of Love & Hip-Hop Hollywood uses her platform and status in the entertainment industry to bring attention to issues in the Black community and mobilize people to address them.
“If I had to identify the quality for inner city kids that grew up and did something great with their lives, it’s resilience,” Miss Diddy said. “The one message I would want anyone looking at my story to take away, no matter what race or what gender, no matter what age, is to be brave.”
For her, Doritos is donating $25,000 to SoLa I CAN Foundation, a nonprofit aiming to improve the lives of South Los Angeles residents and break the cycle of intergenerational poverty by providing opportunities for education and economic mobility.
Eric Hart Jr.
Photographer Eric Hart Jr., a Macon, Ga. native and graduate of NYU's Tisch School of the Arts. Hart's work, which has appeared in major publications including Rolling Stone and The Washington Post, explores the beauty of shifting Black identities, including masculinity and queerness.
Doritos is donating $25,000 on Hart’s behalf to The Gordon Parks Foundation, which permanently preserves the work of Parks – one of Hart’s career inspirations – and champions creatives whose work continues Parks’ legacy.
“Art in general is something that Black children, Black kids, don’t have enough of,” Hart said. “I have experienced firsthand the work the Gordon Parks Foundation does in terms of exposing black photographers to the beauty and power that lives within a camera.”
DJ Mr. Rogers
Justin Rogers, also known as DJ Mr. Rogers, is a Houston-based DJ, producer and radio mixer who famously collaborated with Drake to create a “Chopped & Screwed” version of his So Far Gone mixtape.
Rogers is an active volunteer in Houston, having started his efforts when Hurricane Harvey ravaged his community in 2017. He co-founded The Relief Gang, a subcommittee of Angel By Nature, with Houston rapper Trae tha Truth to supply the Houston community with relief efforts like improved living conditions, education and personal health. Thanks to Doritos, The Relief Gang will receive a $25,000 donation.
“I love giving back…my brand is synonymous with charity,” Rogers said.
To learn more about SOLID BLACK and to stay updated on how to become part of next year’s class of Changemakers, visit www.doritos.com/SOLIDBLACK. Fans can also head to Doritos’ social channels starting June 24 to discover even more about SOLID BLACK Changemakers each week.
Check out the BET article here