Doritos in the US has linked up with the new Marvel Studios‘ film, Guardians of the Galaxy Vol. 2, in a promotion which sees packs of the tortilla chip snack turned into music players that play the complete film soundtrack.
The custom Doritos bags feature a retro cassette tape deck-inspired player built into the packaging which plays the full soundtrack. Consumers were offered the chance to buy the custom bags starting from the end of April at Amazon.com/Doritos while stocks last, while Doritos was also involved with the launch of the soundtrack at special events in New York and Los Angeles.
Separately, Doritos has been running a prize promotion, Choose Your Guardian, offering US consumers the chance to win a range of prizes including tickets to the film, signed movie memorabilia, headphones, mobile and laptop cases, GoPro cameras, tablets, games consoles and, at the top end, holidays, exclusive experiences and tickets to the premiere of the film.
Ryan Matiyow, Senior Director of Marketing, Frito Lay North America, says: “The soundtrack to the first Guardians of the Galaxy film was a hit and became immensely popular with music fans, so we wanted to create a unique way for fans to experience the second installment,” said “This collaboration across entertainment and music will give fans a new and different way to experience both the soundtrack and Doritos snacks.”
Released in July 2014, the first film’s soundtrack garnered unparalleled success: it reached No. 1 on the US Billboard 200 chart, becoming the first soundtrack album in history consisting of entirely previously released songs to top the chart; it topped the Billboard Top Soundtrack chart for 11 consecutive weeks and 16 weeks in total; and it has sold more than 1 million copies in the U.S. and has been certified Platinum by the Recording Industry Association of America.
“Marvel and Doritos have had such a good relationship through the years,” said Mindy Hamilton, SVP of Global Partnerships at Marvel Entertainment. “We have a very similar set of core fans, so we wanted to maximize availability of this soundtrack by making it as accessible in a unique way that only Doritos and Marvel could do. What’s cooler than buying a bag of Doritos with the soundtrack built in?”
Doritos backed up the music player promotion by offering fans the chance to “Rock Out Loud” by performing one of the soundtrack’s songs at pop-up recording booths in New York and Los Angeles on May 5, the day of the movie premiere. Fans could win various prizes, including the custom cassette player replica Doritos bags, concert and other event tickets, and free bags of Doritos.
Doritos is one of many brands owned by Frito-Lay North America, the $14 billion convenient foods business unit of PepsiCo. PepsiCo generated more than $63 billion in net revenue in 2015, driven by a complementary food and beverage portfolio that includes Frito-Lay, Gatorade, Pepsi-Cola, Quaker and Tropicana. PepsiCo’s product portfolio includes a wide range of foods and beverages, including 22 brands that generate more than $1 billion each in estimated annual retail sales.
Marvel Studios’ “Guardians of the Galaxy Vol. 2” sees the Guardians trying to unravel the mystery of Peter Quill’s true parentage. Marvel Studios is part of Marvel Entertainment, which is owned by The Walt Disney Company, one of the world’s most prominent character-based entertainment companies.