So Doritos launched limited-edition No Choice Chips, the first bag of Doritos designed to boost voter registration.

Doritos is known for having bold flavors. But for the first time in the brand’s history, they removed the taste and crunch from their product—and even their logo. Inside the bag were pieces of Doritos-shaped cardboard and a note encouraging the reader to register to vote.

The bags were distributed at several college campuses across America, hidden inside special vending machines. Then we created a custom registration application on our vending machines, in partnership with Rock the Vote, America’s largest nonprofit for youth voter registration.

The No Choice bags were hidden in vending machines at colleges across the country. Through a specially designed touch screen, the machines first asked students if they were registered to vote. Those who answered “no” could still choose their desired Doritos flavors, but no matter what they chose, the machine surprised them by dispensing bags of No Choice, with cardboard Doritos inside.

By taking away their choice, it showed nonregistered voters how it feels (and tastes) when you let someone else make your choices. The vending machines then invited young voters to start their registration process right there and then, on the machine’s touch screen.

As well as being offered in the vending machines, the bags were available on our website, where you could also register to vote, or send a bag to a friend who wasn’t registered to vote (free of charge).

The No Choice campaign received over 1 billion media impressions over the course of five days and was covered by a wide range of media, including Fox, NBC, ABC, Good Morning America, USA TODAY and Forbes.

NBC’s Rachel Maddow even tweeted a photo of her own No Choice bag when it arrived in the mail.

Even better, voter registrations through Rock the Vote increased by 61 percent, from just under 1 million in 2012 to 1.6 million in 2016. And Doritos, a brand known as being “for the bold,” showed fans that the boldest choice is making a choice.