Who wants a new flavor of chips if there’s not a celebrity or virtual event tied to it?
Brands are increasingly trending toward collaborations and techy experiences in order to elevate new product launches. The latest to do so? Doritos and Cheez-It.
Doritos, the Frito-Lay brand within PepsiCo’s portfolio, jumped at the opportunity to tie several flavors — including a new limited-edition 3D Crunch Three Cheese product — to the upcoming season four premiere of Netflix’s popular show, "Stranger Things."
Not only are these Dorito bags branded to the television franchise, but Doritos will be launching a virtual “Live From The Upside Down" concert on June 23.
Meant to immerse consumers in the world of "Stranger Things," Doritos built out a backstory about “the greatest concert that never happened” in 1986, allowing fans to enter a “portal to another dimension” to attend the event.
The concert will include '80s headliners, including The Go-Go's, Corey Hart, and Soft Cell. Pop star Charli XCX will also take the stage for a collaboration with one of the '80s bands. Tickets will only be available via Dorito purchases or at Doritos.com/StrangerThings.
And what’s a concert without merch? The company is tying the virtual experience together by offering branded bags, t-shirts, and posters.
[More on digital experiences: The Metaverse As a Piece of Brands' Consumer Engagement Puzzle]
To pique interest Willy Wonka style, consumers who find exclusive "golden" tickets hidden across three 3D Crunch flavors – Three Cheese, Spicy Ranch and Chili Cheese Nacho – will win an official replica of the guitar prominently featured in Stranger Things 4.
"Doritos and Netflix 'Stranger Things' are the perfect combination because we are truly taking it back to 1986 where it all started," said Caio Correa, senior marketing director, Frito-Lay North America.
"This is the year the original Doritos Cool Ranch flavor was brought to market and the year this season of 'Stranger Things' takes place,” added Correa. “Talk about a strange coincidence! We can't wait for our fans to join us and Netflix for this first-of-its-kind 'Live From The Upside Down' concert."
Cheez-It, a brand within The Kellogg Company portfolio, went the musical route for its latest promotion as well, leaning on some obscure Swiss research that found aging cheese to hip-hop music could strengthen the taste and smell.