Doritos x Guardians of the Galaxy Vol. 2

musical bag, website, radio, digital stunt

We turned a chip bag into a music player—and a movie tie-in into a cultural drop.

CHALLENGE: How does Doritos stand out in a crowded blockbuster partnership landscape for Guardians of the Galaxy Vol. 2?

INSIGHT: The original film’s soundtrack became a cultural phenomenon—proving the music was just as iconic as the movie itself.

IDEA: We turned the packaging into the product—creating the first Doritos bag that could actually play the soundtrack.

EXECUTION: Inspired by the film’s iconic cassette player, we engineered a fully functional, limited-edition Doritos bag that doubled as an MP3 player—complete with working buttons, lighting, and a rechargeable battery.

Preloaded with 13 tracks from the film, the bag let fans plug in and experience the music while snacking.

Launched exclusively on Amazon, the drop turned a movie tie-in into a must-have piece of culture.

IMPACT:
-Sold out in under 45 minutes on Amazon ($30 retail), with resale prices reaching $200+ (566% premium)
-1.3B+ PR impressions and 400+ media placements
-Organic coverage from major outlets including CNN, Billboard, and Entertainment Weekly
-Celebrity engagement from Chris Pratt, Karen Gillan, and Jeremy Renner
-94% positive-to-neutral sentiment and 4% sales growth during the campaign window

Recognition
Clio Awards — Gold (Branded Entertainment), Silver (Product Innovation)
The One Show — Merit (Branded Entertainment / Experiential)
Webby Awards — Honoree (Advertising, Media & PR)