Greener Pastures
Sure, now you love Shrek. But think back to that first time you heard the title. Didn’t it conjure up gross images of dislodging unwanted particles from your throat?
It would be disingenuous to call Shrek’s ultimate success — $267 million at the U.S. box office, a groundbreaking Academy Award in the new Animated Film category, and unlimited future “franchising” possibilities — a complete surprise. There are positive expectations attached to any product coming out of DreamWorks SKG, and each subsequent animated release from the Glendale, CA-based studio has generated better buzz than the last.
The voices of Mike Myers, Eddie Murphy, and Cameron Diaz certainly gave the property some credibility in the humor department as well. But remember, this is a gastrointestinally challenged ogre we’re talking about. So finding marketing partners wasn’t exactly a walk in the swamp.
“It was a tough sell at first,” remembers Anne Globe, head of marketing and promotion for DreamWorks’ consumer products group. “What became charming about the character later wasn’t immediately apparent.”
DreamWorks began talking to potential partners years before the film’s May 2001 release, and ultimately showed it to “at least 50 companies,” says Globe. How many of them took a pass? “Many,” she laughs.
The pitches got a lot easier once a few scenes were available for viewing. “The humor really came to life when we had visuals and some readings from the talent,” says Wendy Ryding, who handles national promotions and marketing for DreamWorks.
In fact, the same characteristics that made Shrek initially unappealing ultimately became part of the charm. “The quirkiness really added to the uniqueness of the property,” says Globe.
Thus, just as the film’s ending proves there’s a soul mate for everyone, so did DreamWorks find a host of blue-chip brands more than happy to partner with an ugly, flatulent creature.
“There was no better property in the last three years,” says Will Miller, national marketing director for American Licorice, which united Shrek with its Sour Punch brand. “The mild shock value and gross-out humor fit perfectly with a product geared to eight- to 12-year-olds.”
“It was perfect for us,” concurs H.J. Heinz’s Kelly Stitt, who at the time of the decision was senior brand manager for the company’s EZ Squirt product — which debuted eight months before the movie’s premiere, introducing a line of green ketchup.
Baskin-Robbins senior vp-marketing Joe Adney says he was sold after seeing just 20 minutes of clips. “The animation was incredible, they had great characters, and the bits and gags were really funny.”
“Once we’re drawn to a property for its appeal, we evaluate how it will translate,” says Brian Gies, director of youth and family marketing for Burger King. “The richness of the [computer graphics were] an inspiration for our toy collection.”
Swamped with Ideas
DreamWorks ultimately built a marketing roster that also featured Wal-Mart, Kroger, and Chevron, then began working with the companies to develop campaigns. “We don’t know their business the way they do, and they don’t know the property the way we do,” says Ryding. “It helps to work together.”
Partnering brands were “really good about exploiting what was unique about Shrek,” says Globe. “And they gave us exposure in ways our own media didn’t.”
In all, partners supplied more than $100 million in support. And they did so in innovative ways that went way beyond the media buy:
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Burger King, Miami, added something extra to its typical effort by hosting a four-week campaign featuring special menu items (green ketchup, dipping sauce, and drinks) under a Who’s Been in the Ooze? theme teasing the film’s release. (Displays and packaging featured only a silhouette of the title character.) A four-week premium giveaway of 10 toys in Kids Meals and Big Kids Meals then launched along with the film.
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Wal-Mart, Bentonville, AR, ran a month-long campaign that put a Shrek spin (“Savings All Ogre the Store”) on the chain’s own P-O-P materials. TV spots had Shrek and his pal Donkey cavorting through Wal-Mart aisles.
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In the grocery giant’s first national entertainment tie-in, 15-plus divisions of Cincinnati-based Kroger Co. dangled two free movie tickets to frequent-shopper cardholders who spent $300 or more. Special products and in-store events supported.
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Heinz, Pittsburgh, enlivened three million EZ Squirt bottles by putting Shrek on green product SKUs and Princess Fiona on red ones. Packaging also carried an SLO for stickers.
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American Licorice, Bend, OR, added characters to 30 million packages of Sour Punch sold through both retail and movie theaters, supporting with P-O-P displays, Web activity, and some print advertising.
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Chevron, San Francisco, hosted a month-long instant-win game and offered collectable cups with the purchase of fountain drinks in 900 outlets.
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Baskin-Robbins added new flavors to its menu. (See the Feature Film category for more details.)
DreamWorks encouraged the brands to work together as much as possible: Heinz supplied the green ketchup for Burger King’s Ooze effort; Sour Punch created an exclusive pallet display for Kroger.
The credit for fostering such a spirit of togetherness is given to DreamWorks — in part for being such good partners themselves. The studio didn’t just offer clips from the film for use in TV spots, it provided its animators to create original footage.
“We’re flexible enough to do different things. But we don’t always have the finances” studios are looking for, says Miller at American Licorice. “DreamWorks is very open to creative ideas. They’re very attuned to the needs of their partners — and also to the needs of retailers.”
Partners likewise gush about the results they achieved through their efforts (although, in most cases, actual numbers were kept as hush-hush as Lord Farquaad’s height).
“We had ogre-sized sales for a solid eight-week period,” offers Gies. “It opened doors for us,” says Miller. “Shrek took us to the next level,” adds Stitt.
Burger King, Baskin-Robbins, American Licorice, and Wal-Mart were all back on board for Shrek’s holiday 2001 video release. Burger King is already set for the sequel (which is roughly slated for holiday 2003 or summer 2004). So are at least one or two other old friends, hints Globe.
There “definitely has been at least a couple” of those brands who vetoed Shrek way back when who’ve asked about signing on for the next release, says Globe. “It’s been an easier sell this time.”
Sure, because everybody loves Shrek now.
Supporting Cast
Anne Globe, Wendy Ryding, Molly Martuza, DreamWorks SKG
Will Miller, American Licorice
Joe Adney, Baskin-Robbins
Brian Gies, Burger King
Lisa Grundhoffer, Chevron
Kelly Stitt, H.J. Heinz
David Ciancio, Kroger
