Disney hbr

14%

DISNEY FACED

CRITICISM

FOR CONTRIBUTING TO

OBESITY EPIDEMIC

DISNEY SAW IT AS AN

OPPURTUNITYTO RECONSIDER ITS RANGE OF

FOODPRODUCTS

DISNEY ADOPTED THREE

APPROACHES TOWARD CREATING

THE NEWLY FRAMED DISNEY FOOD

PRODUCTS

1OFFER PRODUCTSTHAT ALREADY HAD

BROAD APPEAL WITH HEALTHIER CONTENTS

2TAKE PRODUCTS THAT

WERE ALREADY HEALTHY AND MAKE THEM MORE

“FUN”

THE COMPANY ADOPTED

THREE APPROACHES

TOWARD CREATING THE

NEWLY FRAMED DISNEY

FOOD PRODUCTS

USE PACKAGING TO INSPIRE PRODUCT

SAMPLING

3

THE COMPANY ADOPTED

THREE APPROACHES

TOWARD CREATING THE

NEWLY FRAMED DISNEY

FOOD PRODUCTS

WANT TO EAT WITH A NICKELODEON CHARACTER- TORRES, LICENSING VICE PRESIDENT

“MY GOAL IS TO HAVE EVERY FRUIT A KID WOULD

In Fall 2005, spinach, baby carrots and clementines bearing SpongeBob Squarepants and Dora The Explorer character images, licensed Nickelodeon, began to appear on supermarket shelves.

In June 2006 Del Monte Foods, a $3

billion U. S. manufacturer of branded

and private label canned vegetables

and fruit, announced that it had signed

a licensing deal with Sesame

Workshop.

Preschoolers’consumption of broccoli

increased by 28% when branded with

a Sesame Street character