Every company comes to expect some online conversation for every new campaign introduced via social media. But when Doritos launched rainbow Doritos together with Dan Savage’s It Gets Better Project (to help raise money to prevent gay and lesbian suicide), the bigots who threatened to boycott the brand got a quick response from a Facebook user called DoritsforHelp, the company didn’t realize their Facebook would soon be the center of one of the most hilarious cases of online trolling. The user, who has no association with Frito-Lay, is actually Mike Melgaard who snarkily responds to anti-gay messages in a PR tone that both shuts down anti-gay bigots and arouse many thumbs up.
“At the end of the day, I want everyone to see the whole picture. Frito-Lay decided on an idea that would allow for anyone to voluntarily donate to a charity which specializes in suicide amongst the LGBT youth. Why is this important? It’s important because suicide is one of the leading causes of death for these young people. They’re literally killing themselves because they feel rejected and unwanted. The only ‘agenda’ taking place here is to prevent people from taking their own lives. When I break it down like this, I get this sick feeling in my stomach. I find it absolutely heartbreaking that these people are so narrow-minded and unaccepting of others’ views that they mistake everything as a personal attack on how they feel the world should be. I like to believe that what I am doing is productive partly because it sheds light on this type of thinking and how foolish it is. If I get even just one of these people to re-think their position, then in my eyes, I have done something good for the world.”