Dollar General Has an Exclusive Summer

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Dollar General Has an Exclusive Summer

By Samantha Nelson - 06/08/2020

Dollar General is kicking off summer marketing by spotlighting a bevvy of exclusive SKUs from major CPG brands.

A May 13 update posted on Facebook and Twitter encouraged consumers to “load up for summer with exclusive goodies" and linked to a store locator on dollargeneral.com. The updates spotlighted several new SKUs available only at the retailer:

  • Hershey Co.’s white Reese’s stuffed with pieces (also promoted through a May 4 email blast),
  • PepsiCo’s Mountain Dew Maui Burst,
  • Mars Inc.’s M&M’s orange vanilla cream,
  • Hostess Brands’ caramel Ding Dongs, and
  • Galerie’s SpongeBob SquarePants Finders Keepers.

Instagram updates posted in May touted 18 exclusive colors of L’Oreal’s Maybelline fast gel nail lacquer and an exclusive, limited-edition chicken & waffles flavor of Kellogg Co.’s Pringles. A feature in the digital version of the retailer's May 17 circular also promoted the Pringles SKU.

Dollar General is additionally joining with Coca-Cola Co. for the fourth year to sell exclusive military-themed 16-ounce cans of Coca-Cola activating the manufacturer’s sponsorship of the United Service Organizations. A feature in the retailer’s May 24 circular promoted the SKUs.

Elsewhere in the circular, a feature introduced a new exclusive Morris' Catch dry cat food from J.M. Smucker Co.'s 9Lives named for the brand's feline mascot.

Exclusives are a major part of Dollar General’s promotional strategy and the dollar chain has not shied away from the tactic during the COVID-19 pandemic. Typically offered in limited runs, exclusive SKUs distinguish the retailer from channel rival Family Dollar and drive trips. Other recent examples of exclusives include a back-to-school design from Georgia-Pacific’s Sparkle and two exclusive flavors of Mars’ Skittles available last summer.

NOTE: For more on Dollar General, visit p2pi.org. 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.