Frito Lay says that things are hard right now, and the world doesn't need brands to tell it how to think or feel; it needs them to take action. With its 3,000 new full-time jobs with benefits and $15 million in donations to relief efforts across North America, that is what Frito Lay purports to be doing. The brand is not changing its logo, and it's not asking others to donate on its behalf; it's about people, and this is just the start, the snack company says.

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