PepsiCo and Dollar General Share More Summer Love
PepsiCo/Frito-Lay dominated Dollar General's summer marketing activity again this year, adding more overlays to the chain's already crowded schedule of annualized account-specific promotions.
Doritos activated its marketing partnership with Universal Pictures' Jurassic World: Fallen Kingdomahead of the summer blockbuster's June 22 theatrical release by offering a free dinosaur figurine to shoppers who purchased two bags of Doritos at Dollar General from May 20 to June 17. Endcaps promoted the incentive.
Elsewhere in stores, endcap displays and shelf signs depicting country singer Dierks Bentley promoted an exclusive overlay to the Pepsi Generations summer music campaign. Shoppers who purchased four Pepsi SKUs from May 21 to July 22 received a code on their receipt that they could enter via the co-branded website dgrewards.com to complete a digital punch card and receive a pair of headphones. Shoppers could complete two additional punch cards to receive a three-month iHeartRadio subscription and then a T-shirt autographed by Bentley. Radio spots supported. The national campaign has shoppers enter on-pack codes at pepsistuff.com to earn points that can be spent on tickets to Bentley's Seven Peaks Music Festival Aug. 31 to Sept. 2 in Buena Vista, CO, or entry into a sweeps awarding a trip to Florida to meet Bentley and see him perform on Sept. 14.
The program operated similarly to the "Summer Punch Up" rewards program, which returned to Dollar General for a second year. Shoppers who purchase any Lay's SKU from June 18 to Aug. 19 and submit their code receive a punch. Four punches fills a card and awards a $5 store gift card, with the following two filled cards providing an LED-lit pool noodle and an inflatable cooler, respectively. Endcaps and a June 26 email blast plug the campaign.
The long-running Dew General Store rewards program continues to earn plenty of attention in stores, with racks, endcap signage kits and refrigerated endcaps touting the program and stocking qualifying SKUs. Shelf signs on endcaps promote both the program and Mountain Dew's limited-edition Baja Blast flavor. The SKU is also stocked on account-specific floorstands promoting the brand's national "Dew Nation Rewards" campaign.
The Dew General Store website went down for maintenance from June 11-18, with members receiving an email blast informing them of the outage and giving them 10 bonus points. The program returned with its first cross-merchandising offer, dangling double points through Aug. 19 for any receipt including both Mountain Dew and Doritos SKUs. Display ads on websites including answers.com and sourceforge.net support.