Comments on: Using Social Entrepreneurs to Sell Chips

By: Sean Stannard-Stockton

Sean Stannard-Stockton — Fri, 15 May 2009 18:57:13 +0000

Thanks Ross. It is no coincidence that TrueNorth is a Frito-Lay brand, just like Doritos and they are all owned by Pepsi, one of the top branding companies ever.

I agree with your final judgment: Lives are at stake.

FYI: Ross is the web designer and developer behind Tactical Philanthropy.

By: Ross Chapman

Ross Chapman — Fri, 15 May 2009 18:10:48 +0000

A congruent example that comes to mind is Frito-Lay’s TrueNorth brand featuring short web commercial/video exposes with pioneer changemakers like Majora Carter. See: http://www.youtube.com/watch?v=6_yQyjaVK88 .

Like Tony, I’m simply split. And I understand that the failure is not in my stalemated conviction but is rather our current maligned system of capital flows that can’t help but match big dollars with grass roots – no way can we pass judgment on these changemakers that need to sustain the life of their movement by any means necessary: human lives are stake, literally.

By: Sean Stannard-Stockton

Sean Stannard-Stockton — Tue, 12 May 2009 21:30:01 +0000

I get it Tony. This is tough. I think the importance of the branding is that Doritos recognizes that branding themselves as social responsible is important. People want meaning in their lives. If anything this validates Nathaniel’s post from today on branding. Nonprofits have a great story to sell. My guess is that over time a company like Doritos will not be able to compete and win an “endorsement” from a social entrepreneur because there will be brands that are better aligned.

Ben & Jerry’s sells ultra high fat products, but I don’t think as many people would cringe if they saw Kjerstin on the back of a Ben & Jerry’s pint.

From Kjerstin’s point of view, this is a huge win and the smart thing to do. If she were running an anti-obesity nonprofit, this would have a different set of issues. But if having her photo on a bag of Doritos helps her help African refugees, who is anyone to tell her the “brand alignment is bad”?

By: mirm

mirm — Tue, 12 May 2009 20:46:36 +0000

As a former philosophy major, I appreciate your comment. But in today’s age, i think we need to keep our eye on the prize, which is about the end result – delivering impact. If Doritos and FORGE have found a mutually beneficial way to enhance the value of both brands for positive social change, more power to them…

By: Tony Wang

Tony Wang — Tue, 12 May 2009 19:35:18 +0000

The Kantian deontological part of me cringes to know that Doritos is selling more chips because they’re using Kjerstin and FORGE for a less than benevolent purpose. The John Stuart Mills utilitarian part of me knows that Kjerstin is doing the right thing because she’s trying to sell FORGE and increase impact.

I’m not sure what to really think of all this, but it’s both exciting and frightening.