Doritos and ReachOut bring mental health support closer to young Australians

Doritos is taking its long-running partnership with youth mental health organisation ReachOut into the snack aisle, launching a limited-edition product exclusively through 7-Eleven stores during Mental Health Month.

The new Fiery Purple Blaze corn chips are available nationally throughout October, with each pack featuring a QR code connecting consumers directly to ReachOut's online mental health resources and support services.

The initiative builds on a partnership dating back to 2022, which has reached more than 750,000 young Australians towards a shared ambition of helping one million people take action for their mental health.

Alessia Taddei (pictured), CMO of PepsiCo ANZ Foods, said the campaign was designed to use the brand's retail presence to connect young Australians with support.

“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,” Taddei said.

The campaign also extends beyond the limited-edition product, with QR codes appearing across Doritos' core range to provide year-round access to ReachOut's resources.

Gary Groves, CEO of ReachOut, said the partnership allowed the organisation to reach young people outside traditional mental health channels.

“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,” Groves said.

"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.”

Doritos, 7-Eleven and ReachOut will support the launch with in-store activations and co-branded touchpoints throughout October.