Doritos rocks out with "Guardians of the Galaxy Vol. 2" limited-edition packaging
Introduced: April 2017
Suggested Retail Price: Varies
Product Snapshot: Through a collaboration with Marvel Studios' Guardians of the Galaxy Vol. 2, Doritos, one of the marquee brands from PepsiCo's Frito-Lay division, is helping introduce the world—and galaxy—to the hotly anticipated film soundtrack.
Marvel Studios' Guardians of the Galaxy Vol. 2 soundtrack will be available in out-of-this-world fashion via custom Doritos bags featuring a retro cassette tape deck-inspired player built right into the packaging that plays the full soundtrack. Consumers can purchase the custom bags starting Friday, April 28 on Amazon.com/Doritos while supplies last, and Doritos will also help unveil the soundtrack at special events in New York and Los Angeles.
The unique soundtrack release is part of a collaboration between Doritos and Marvel that also features Guardians of the Galaxy Vol. 2 branding on Doritos packaging nationwide in support of the upcoming May 5 movie premiere.
"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 Ryan Matiyow, senior director of marketing, Frito Lay North America. "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 will also keep the beats going by encouraging fans to "Rock Out Loud" by belting out one of the soundtrack's iconic songs at pop-up recording booths in New York and Los Angeles on May 5 – the day of the movie premiere. By showing their love for the music, fans will have the chance to win various prizes, including the custom cassette player replica Doritos bags, concert and other event tickets, and free bags of Doritos. The recording booths will be open from 11 a.m. to 7 p.m. ET at Greeley Square near Sixth Avenue and Broadway in New York City and from 11 a.m. to 7 p.m. PT on the corner of Hollywood and Highland in Hollywood, Calif.
Fans can visit Doritos.com for more information.