Dive Brief:
- PepsiCo snack brand Doritos will release special "Incognito Doritos" as a tie-in with the upcoming "Spider-Man: Far From Home" movie, according to a press release. Fashioned after traditional Doritos bags, the Incognito Doritos will open up into a replica of the new black and red suit worn by Peter Parker in the film, which premieres July 2.
- The special Incognito Doritos bags will only be available through a social media giveaway, where fans can tweet @Doritos to declare what super power Doritos gives them. Additionally, one special-edition version of the suit-hiding bag will be auctioned on eBay to benefit Capes4Heroes, which creates personalized superhero capes for kids with illnesses or disabilities.
- Similarly, Audi released a short video, titled "Science Fair," in which Peter Parker (played by Tom Holland) and his best friend get their hands on the all-electric Audi e-tron GT concept car to boost their science fair entry. An SUV version of the car, as well as the Audi A7 and A8, reportedly appears in the new Spider-Man film.
Dive Insight:
The release of the next film in the ultra-popular Marvel Cinematic Universe is a boon for brands looking to tie up with an iconic character like "Spider-Man." Brands can capture the attention of fans of the film — from kids to adults — who are likely interested in limited-edition, collectible merchandise like the suit-hiding Incognito Doritos and bonus video content. Plus, by giving away the special bags via social media contest, Doritos may see its campaign reach viral status as snack fans share their Doritos-given "super power," sparking user-generated content and direct brand interactions.
The suit-hiding Doritos bags are the latest example of brands using exclusive, limited-edition merchandise as part of a marketing campaign. The tactic has been popularized by KFC and has been used by Doritos and its PepsiCo sibling Mtn Dew.
The campaign is the brand's latest tie-in with the upcoming movie, following an online game called "Spidey-Sense Challenge" that was released in April and lets players guide Spider-Man through "web-shooter training courses" in several cities featured in the film. The Doritos initiative also featured on-pack design, in-store displays, TV ads, digital content and a sweepstakes to reach a wide range of consumers via several channels.
For Audi, the video content — a format popular with millennials and Gen Zers — for Spider-Man is its latest tie-in with Marvel. The carmaker has been a longtime partner with the film franchise, debuting new car concepts in films like "Iron Man" and "The Avengers: Endgame" to help propel its brand as a leading carmaker and potentially drive sales. This type of product placement has become increasingly important for brands as traditional ads often see their efficacy decline amid changing consumer tastes and cord-cutting.
