PLANO, Texas, Sept. 26, 2016 /PRNewswire/ -- The youth
vote in America has decreased by double digits since 1964.
According to the U.S. Census Bureau, one in two Americans ages 18
to 24 did not vote in 1964; by 2012, 62 percent did not turn out to
polls. With the Millennial generation set to become one of the
largest, most diverse – and perhaps most important – voting
contingents in the country (CIRCLE), Doritos, a brand built on bold
choices, is out to show the boldest choice you can make this year
is one at the ballot box.
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.
"This election season, Doritos believes the boldest choice is
making a choice," said Jennifer
Saenz, senior vice president and chief marketing officer,
Frito-Lay. "We have always believed every single person can make an
impact – we all have a voice and it's important we exercise that
voice and be heard. Our campaign reinforces the idea that if you
don't make a choice, someone else chooses for you."
As a brand known for being bold, Doritos is rallying for one of
the most important causes in America – making a choice at the
polls. To bring this message to the masses, Doritos is joining Rock
the Vote on its Truth to Power bus tour to various stops at
college campuses, beginning with a stop in Denver, Colo., on National Voter Registration
Day. Doritos will also join Rock the Vote to rally youth voters at
additional stops in Madison, Wis.
and Chicago, Ill.
"It's impressive to see Doritos step up this election season as
corporate partners, committed to engaging and mobilizing young
people to embrace the historic power of our vote," said
Jesse Moore, vice president at Rock
the Vote. "Millennials represent the largest, most diverse voting
bloc in our nation's history, and, given that the stakes have never
been higher, it's encouraging to see companies like Doritos work
with us to champion a stronger more inclusive future for young
people."
Starting tomorrow, National Voter Registration Day, consumers
can order a bag of "No Choice" Doritos at
www.Doritosredvsblue.com/Vote and send them to someone they know
who is not registered to vote. Doritos hopes the bag will encourage
them to make the boldest choice – registering to vote online and
then going out and making a choice by casting a vote November 8.
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.
(Though all participants will receive samples of Doritos Nacho
Cheese or Cool Ranch regardless of voter registration status).
People's reactions are captured in the video
www.Doritosredvsblue.com/Vote.
For 25 years, Rock the Vote has been at the forefront of helping
to register and turn out young voters. This year, the organization
has launched a multimillion-dollar national campaign called Truth
to Power — including the national bus tour — to engage and mobilize
Millennials across the country in the 2016 election. Working with
nonprofit and corporate partners like Doritos, Rock the Vote aims
to register two million new voters before Election Day on November
8th and to help drive Millennial turnout in key
swing states.
To learn more and for information on voter registration
deadlines in your state, visit www.Doritosredvsblue.com/Vote.
Consumers are also encouraged to share their decision to make a
choice using #BoldestChoice.
About Doritos
Doritos believes there's boldness in everyone. We champion those
who are true to themselves, who live life fully engaged and take
bold action by stepping outside of their comfort zone and pushing
the limits. Doritos is one of the many brands that makes up
Frito-Lay North America, the
$14 billion convenient foods business
unit of PepsiCo (NYSE: PEP), which is headquartered in Purchase, NY. Learn more about Frito-Lay at
the corporate website, http://www.fritolay.com/, the Snack Chat
blog, http://www.snacks.com/ and on Twitter at
http://www.twitter.com/fritolay.
About Rock the Vote
Rock the Vote is the largest nonpartisan, nonprofit organization
in the country driving the youth vote to the polls. Since 1990,
Rock the Vote has fused pop culture, music, art and technology to
fulfill its mission of building long-term youth political power.
During the past six Presidential elections, Rock the Vote ran the
largest voter registration drives for young people and has
partnered with more than 25,000 partners through its online, multi-
lingual voter registration tool. Rock the Vote is dedicated to
mobilizing the vote, protecting voting rights and advocating for an
electoral process and voting system that works for the Millennial
generation, America's largest and most diverse population in
history. To get Rock the Vote updates on upcoming events, election
reminders and candidates, visit RocktheVote.com. Engage on social
media, by following Rock the Vote on Facebook, Twitter and
Instagram at @rockthevote.
About PepsiCo
PepsiCo products are enjoyed by consumers one billion times a
day in more than 200 countries and territories around the world.
PepsiCo generated more than $63 billion in net revenue in
2015, driven by a complementary food and beverage portfolio that
includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana.
PepsiCo's product portfolio includes a wide range of enjoyable
foods and beverages, including 22 brands that generate more
than $1 billion each in estimated annual retail
sales.
At the heart of PepsiCo is Performance with Purpose – our goal
to deliver top-tier financial performance while creating
sustainable growth and shareholder value. In practice, Performance
with Purpose means providing a wide range of foods and beverages
from treats to healthy eats; finding innovative ways to minimize
our impact on the environment and reduce our operating costs;
providing a safe and inclusive workplace for our employees
globally; and respecting, supporting and investing in the local
communities where we operate. For more information, visit
www.pepsico.com.
Follow PepsiCo:
- Twitter (@PepsiCo)
- Facebook
- PepsiCo Press Releases
- PepsiCo Multimedia
- PepsiCo Videos
Video -
http://origin-qps.onstreammedia.com/origin/multivu_archive/PRNA/ENR/IntroducingDoritosNoChoice.mp4
Photo - http://photos.prnewswire.com/prnh/20160923/411523
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SOURCE Frito-Lay North
America