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

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

By Cyndi Loza - 07/01/2019

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 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 The account-specific floorstand indirectly underscores the offer by touting a buy "2 for $3" deal valid from May 19 through July 20. 

NOTE: For more images from Dollar General, visit Path to Purchase Institute members have access to more than 2,000 images and 260 articles of marketing and merchandising activity at Dollar General, along with a full Retailer Profile outlining the chain’s operations and strategies.