Dollar General, CPGs Run 'Spider-Man: Far From Home' Incentives

Dollar General is tying in to the buzz surrounding Columbia Pictures' July 2 theatrical release of Spider-Man: Far From Home by running a pair of purchase incentives for Kellogg Co. and PepsiCo SKUs. The dollar store chain has teamed with Kellogg to offer shoppers a free Spider-Man: Far From Home comic book with purchase of a Kellogg's cereal product. The Dollar General- and Kellogg's-branded comic is available while supplies last and serves to tie in to the upcoming film, as well as position the brand as a proud sponsor of the Dollar General Literacy Foundation. Account-specific shelf trays positioned on endcaps in stores tout the purchase incentive, stocking the comic book and participating cereal SKUs.The retailer is also dangling a free customizable digital poster of the film with purchase of two participating PepsiCo's Doritos SKUs from May 20 through July 21. After each participating purchase, shoppers receive a code at checkout redeemable via PepsiCo- and Dollar General-branded website dgrewards.com. A June 19 Facebook update touts the offer. Elsewhere in stores, Keurig Dr Pepper's Dr Pepper is enjoying secondary merchandising space via account-specific floorstands stocking a 20-ounce Dr Pepper "Dark Berry" beverage and tying in to the upcoming film. The limited-edition beverage, as well as other Dr Pepper SKUs, come in packaging plugging the film and promising shoppers a FandangoNOW movie-rental code with purchase of two Dr Pepper 20-ounce SKUs from May 1 through July 31. Shoppers redeem the offer by uploading an image of their bottles' UPC to activaterewards.com/dpfandangonow. The account-specific floorstand indirectly underscores the offer by touting a buy "2 for $3" deal valid from May 19 through July 20.

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