Drink soda, eat chips, aid illiteracy effort

Dollar General shoppers have until Aug. 19 to participate in a PepsiCo cause marketing initiative involving country mega star Brad Paisley.

PepsiCo teamed up with Paisley and Dollar General on an initiative called “Tune in to Giving” that is designed to drive sales of Pepsi products and Lay’s chips while also generating up to $75,000 for the Dollar General Literacy Foundation. The way the program works is from now until Aug. 19, Dollar General shoppers who purchase qualifying PepsiCo products will have an opportunity to enter a code from their receipt on the retailer’s website. When they do, $1 will be donated to the retailer’s literacy foundation. In addition, fans who enter their receipt code online will receive a free music download and be entered for the chance to win Dollar General gift cards, Paisley memorabilia and concert tickets to Paisley’s “Virtual Reality World Tour.” The tour kicked-off in January, has played to nearly one-half million fans so far and will extend through mid-October.

Dollar General is using in-store displays and digital marketing materials that feature Paisley’s likeness to promote awareness of an initiative that appears to benefit all concerned. Dollar General and PepsiCo are likely to increase sales, Dollar General drives increased traffic to its website, Paisley expands his popularity and awareness of his world tour, customers receive attractive offers on PepsiCo brands and a free song and efforts to aid those who can’t read receive increased funding.

The Dollar General Literacy Foundation is an organization dedicated to helping people improve their lives by taking their first steps toward literacy, a general education diploma or English proficiency.