Hostess, the Latest Brand to Take on “Shrek”
When a brand ties with a movie property it’s all about entertainment whether the brand is a cereal, a shoe or, in this case, a Hostess donut.
Hostess and DreamWorks Animation are in a partnership to sell snack cakes and the “Shrek Forever After” DVD set to be released Dec. 7.
Hostess has put on store shelves treats themed to the film, like gingerbread spice Donettes in special packaging that feature the character Gingy. Cheery Sweet Rolls carrying the image of the dealmaker Rumpelstiltskin. Other varieties of the Donettes are holiday themed and feature Shrek, Donkey and Puss in Boots.
And if more enticement is necessary, a $4 rebate is available to those who purchase two multi-packs of the snacks and the DVD.
Shrek has been sought after by brand marketers ever since the large green character came to light, and those willing to pair his likeness with their products have, at times, subjected themselves to the unwanted scrutiny of child advocacy groups.
In 2007, the Campaign for Commercial-Free Childhood said Shrek, in the soon-to-be released “Shrek the Third” film, had too many ties to promotional partners pushing unhealthy foods on kids. Among them were McDonald’s and a Happy Meals promotion, Kellogg’s cereals and snacks and M&M’s candy.
Still, brands have soldiered on. Earlier this year, Regal Entertainment Group launched a “Shrek Forever After” movie gift card. Last year, Briganti + Associates won a 2009 PRO Award in the Best Premium-based Promotion category for its work with Kellogg and “Shrek”. And ConAgra Foods ran on an-pack promotion and instant-win game featuring six of its products tied to the “Shrek the Third” DVD release.
