NEWS: You Heard it on the Snack Pack - not the Grapevine

29-05-2017

Popular snack brand Doritos and Marvel Studios are getting together for the rollout of the Guardians of the Galaxy Vol. 2 soundtrack. The centerpiece of the companies’ Rock Out Loud campaign is a custom-designed, limited-edition series of Doritos bags featuring a built-in cassette tape deck-inspired player that plays the full soundtrack. The bags can also be recharged for repeat listening.

The custom bags became available for consumers to purchase on April 28 via Amazon.com/Doritos while supplies last. This was times to coincide with the release date for the second installment in the Guardians franchise in early May. Doritos are also hosting Rock Out Loud pop-up recording booths in New York and Los Angeles. Fans will get the chance to sing one of the Marvel/Hollywood Records soundtrack’s classic tunes. In addition, they’ll have the opportunity to win various prizes, including the custom cassette player replica Doritos bags, concert and other event tickets as well as a free bags of Doritos.

Citing previous Doritos-presented interactive music experiences ranging from South by Southwest to the E3 gaming convention, Ryan Matiyow, senior director of marketing for PepsiCo’s Frito-Lay North America, told Billboard, “The Guardians of the Galaxy Vol. 2 was yet another way for us to take an amazing musical pop culture hit and elevate the experience. Can you imagine a better way to listen to this soundtrack than with a bag of Doritos? We couldn’t either.”

Mindy Hamilton, senior VP of global partnerships at Marvel Entertainment, said, “Marvel and Doritos 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.”