Disney Rethinks the Branding of Food

Disney Rethinks the Branding of Food
Advertising
Scott Lachut, PSFK Labs
  • 1 may 2009

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:

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