Doritos and ReachOut Launch Fiery Purple Blaze for Mental Health Month
PepsiCo Australia and Doritos are continuing their partnership with leading youth mental health organisation, ReachOut, this Mental Health Month, with the launch of Doritos Fiery Purple Blaze: a limited-edition, purple corn chip
Available exclusively at 7-Eleven stores nationwide, Fiery Purple Blaze delivers bold, spicy flavour in a striking purple chip and matching packaging, encouraging Australians to take a moment, check in and reach out when life doesn’t go as planned.
Available in 150g and 80g packs throughout October, 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.
Alessia Taddei, CMO PepsiCo ANZ Foods, said:
“Life can be challenging, and we know how important it is to have support when times get tough. 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.”
Gary Groves, CEO of ReachOut, said:
“40% of young people in Australia experience mental health difficulties and we also 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.
Doritos Fiery Purple Blaze is available exclusively from participating 7-Eleven stores nationally through October, while stocks last.
