Disney Rethinks the Branding of Food

In light of rising childhood obesity rates and the general confidence in supermarket sales, Disney, the world’s top licensor, is steadily making the push to realign its brand with a healthier image, targeting kids with fruits and vegetables instead. The savvy marketing move appears to be working too, as sales of the Disney Garden line were up 70 percent in 2008, a trend that can at least partially be attributed to consumer attitudes about the products. At the end of the day, a kid clamoring for an apple emblazoned with the cherubic faces of characters from The Suite Life of Zack and Cody, is still asking for an apple and as a result, parents have a harder time saying no. The Big Money explains:

Parents are happy, growers are happy, grocers are happy, kids are happy and healthy, and, oh yeah, Disney is pleased, too. It turns out that seasonal fruits can be the perfect promotional platform for a film. Last summer’s avocado season coincided conveniently with the fall release of High School Musical 3. Besides the promotional boost, Disney earns back royalties on each unit sold. And, because of the Disney appeal, more units tend to sell. Sometimes it’s a lot more: Bagged-apple sales went up 47 percent during a High School Musical promotion at Winn Dixie (WINN).

Following Disney’s success, other kid-centric networks such as Discovery Kids and Nickelodeon are also starting to see the marketing potential of advertising on healthier foods. And while these still may be commercial products aimed directly at children, given the alternative of Happy Meals and sugar packed cereals, this somehow feels more palletable. 

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