What Happened
In a cool case of brand tie-ups, new bags of Doritos will come with a limited-run packaging that will play you the music from the upcoming Marvel movie “Guardians of the Galaxy Vol. 2.” The bags, equipped with a digital player interface that emulates a cassette tape deck as well as rechargeable batteries for repeat listening, will start to roll out this Friday via Amazon and Doritos.com to promote the movie’s premiere on May 5. Besides, Doritos has also launched a Guardians-themed reward program in which consumers can redeem various prizes by using the codes included on the packages.
What Brands Need To Do
Advances in packaging technologies have made it possible for CPG brands to incorporate new kinds of interactive experiences to their product packages. The first Guardians of the Galaxy was a surprise hit in 2015, and Doritos is smart to capitalize on the cultural relevance of the movie and excite fans with unique tie-in products. More CPG brands should take notes and experiment with packagings to engage with customers.
Last year, we worked with haptics tech startup Novalia to create a limited-edition “Remixer” package to promote Hershey’s TAKE5 snack bar. The special packages allow customers play DJ and create their own unique tracks with no apps required. If you’d like to talk more about bringing innovation to your packaging design, please contact our Client Services Director Samantha Barrett ([email protected]) to schedule a visit to the Lab.
Source: Billboard
Header image courtesy of Doritos
