PepsiCo Dominates Dollar General's Summer

PepsiCo has enjoyed an outsized presence at Dollar General this summer, with in-store displays and digital activity plugging a mix of seasonal promotions and long-running programs.In stores, endcaps promoted a "Summer Punch Up" rewards program. Shoppers who purchased a bag of Lay's from May 22 to Aug. 20 received a code on their receipt that they could submit through a promotional web page (dgrewards.com/pepsico) to apply the purchase to a digital punch card. Shoppers who filled a card with four punches received a $5 store gift card. Completing a second punch card secured an H2O Go inflatable pool chair and the third card earned a portable Bluetooth speaker. Email ads, banner ads within dollargeneral.com, and Facebook and Twitter updates plugged the program.A concurrent "Beat the Heat" promotion running on the same web page awarded shoppers who purchase a bag of Doritos with a one-month Pandora subscription. Floorstands, rack signs and window banners plugged the effort in stores, with an ad in a June 28 email and a feature in the digital version of the retailer's June 25 circular supporting. Plano, TX-based Propac handled both efforts.The promotional web page also plugs a "Spin! You Could Win!" instant-win game from Cap'n Crunch. Shoppers who purchase a box of the brand's cereal from June 25 to Sept. 30 receive a receipt code for entry on a dedicated website (crunchspintowin.com). The game awards 1,275 winners with iTunes or Dollar General gift cards. Cap'n Crunch ran similar promotions at Dollar General in 2015 and 2016. (See Related Updates below).Elsewhere in stores, cooler clings and shelf signs plug a "Gatorade Sports Shop" campaign running from Feb. 20 to Dec. 17 that lets shoppers enter receipt codes with a brand purchase through a dedicated website (gatoradesportsshop.com) to receive two to seven points. The points are redeemable for branded products including water bottles, towels and hats.Additionally, the partners' ongoing Dew General Store campaign also enjoyed special attention to promote the launch of Mountain Dew spiked lemonade. Endcaps outfitted with coolers plugged the rewards program and offered bonus points with purchase of the new SKUs. The campaign website also hosted an instant-win game from May 22 to July 3 awarding 1,000 winners with a $5 store gift card.The launch of Pepsi Fire also received plenty of attention at the dollar store chain with co-op TV spots and digital coupons. An ad in a June 16 email linked to a branded game within Dollar General's website that did not award any prizes.Rounding out the effort, Lipton iced tea enlisted Sunny Anderson of Food Network's The Kitchen to create a series of "Simple Summer Meal Solutions" cooking videos for the DG Easy Meals program. Email blasts, and Facebook, Twitter and Instagram updates plug the recipes and digital coupons for the brand.

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