Modern Marketing Doritos Guardians of the Galaxy

Doritos unveils cassette pack preloaded with the Guardians of the Galaxy Vol. 2 soundtrack

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By John McCarthy | Media editor

April 26, 2017 | 3 min read

Snack brand Doritos and Disney's entertainment powerhouse Marvel have assembled what may be one of the most confounding movie marketing products ever rolled out.

Guardians of the galaxy Vol. 2

The Doritos Guardians of the Galaxy cassette pack

To celebrate the launch of Guardians of the Galaxy: Vol. 2, Doritos has unveiled limited edition bags housing cassette decks and the movie’s much anticipated soundtrack, looking to emulate upon the chart-topping prowess of the debut album.

The bags are purchasable on Amazon.com/Doritos from 28 April running up to the launch of the movie on 5 May, featuring as the leading activity in the joint 'Rock Out Loud' campaign.

Mindy Hamilton, senior vice president of global partnerships at Marvel Entertainment, told Billboard: “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.”

In the first movie, Chris Pratt’s lead character Peter Quill often reverted to his old 80s mixtape, a final gift from his dying mother, that just so happened to feature some really captivating tracks. The movie's use of music has been widely aped with less success in other franchises, branded a classic rock addiction by our regular contributor, movie marketing expert Chris Thilk.

The bags are rechargeable and will receive a limited run.

There’s been a lot of commercial activity around this release, from Ford, Geico and M&M's.

Modern Marketing Doritos Guardians of the Galaxy

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