Music Bag
Doritos Music Bag
The soundtrack for the first Guardians of the Galaxy unexpectedly topped the Billboard 200 in 2014. It sold 1.8 million copies, making it the second-ever movie soundtrack to sell 1 million digital albums. Capitalizing on the hype from the first soundtrack, the anticipation for Awesome Mix Vol. 2, and our partnership with the upcoming sequel, Doritos engineered the first chip bag to play a full album. That’s right: an illuminating, rechargeable, MP3-playing real bag of Doritos shaped like the tape deck from the film, with fully functioning buttons. Just plug in, hit play and rock out while crunching on Doritos! Through the power of this partnership and an exclusive promotion with Amazon, we managed to break through the blockbuster movie season clutter and stand out among all partners of this eagerly anticipated sequel.
The Results
Sold out in less than 45 minutes on Amazon.com ($30 each);
Subsequently sold on auction sites for as high as a 566% premium ($200)
Over 1.3 billion PR impressions
400-plus total placements
115-plus online placements
94% positive to neutral response
4% sales growth during the program timeframe
