Because plain old delicious Doritos are not enough, the Frito-Lay chips brand has teamed up with Marvel's "Guardians of the Galaxy" to promote its upcoming sequel by creating a bag of chips that plays the film's soundtrack … on a cassette player.
The custom-made packaging features a built-in cassette deck that will deliver the tunes. For those not familiar with the original film, the old-school medium played a key role in the movie, with frontman Peter Quinn, aka Star-Lord (Chris Pratt), never seen without his beloved "Awesome Mix" mixtape, a collection of his mom's favorite songs.
Doritos will be selling a limited number of the bags on Amazon.com beginning on April 28.
For this idea, Frito-Lay's consumer engagement agency The Marketing Arm worked with Doritos to create the music bags as well as social, influencer and experiential aspects of the campaign.
Influencers have been asked to take the bags and sing a track from the soundtrack in unexpected places, while Doritos will be installing pop-up recording booths in L.A. and New York on Friday, May 5. There, fans will be invited to sing and record a track from the film. Those who upload their performances will get a chance to win swag, concert tickets and (surprise!) Doritos.
As for the connection between "Guardians" and the chips, Doritos says that it's "a brand all about epically bold entertainment."
The brand's also about been "epically bold" packaging ideas. It previously created a boring grey bag of flavorless, crunchless chips in a partnership with Rock the Vote as well as a rainbow-colored pouch in celebration of LGBT pride.