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