Chips that play music

Reflecting the playfulness of the movie Guardians of the Galaxy 2, Doritos have partnered with Marvel Studios to create a custom-designed bag of crisps with a built-in rechargeable cassette deck inspired player that plays the movie’s full soundtrack.  Doritos will also host Rock Out Loud pop-up recording booths in New York and LA enabling fans to sing along to the soundtrack.

Our take

Everything old is new again in this retro inspired partnership that continues Dorito’s positioning strategy of music paired with sharing occasions.  This partnership provides Doritos an authentic & relevant role in their customer’s lives extending the brands share of mind well beyond the share of mouth.  It also reflects The Media Store #5 Trend for 2017 of Forever Young – where Millennials are seeking escapism from “adulting” pain back into the simplicity of screen free childhood pleasures.

Lisa Hosking

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The Wrap is a fortnightly review of the latest trends and technologies from around the globe.

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