Shrek roped in to help kids fight obesity
Poor Shrek.
It’s not enough to be ridiculed for being green and an ogre. Now he’s being used in a campaign to fight children's obesity.
The DreamWorks Animation's green ogre -- whose promotional efforts for a sugary General Mills cereal named in his honor were pummeled by a U.S. senator ("We got rid of Joe Camel. We've got to get rid of Shrek," Iowa Democrat Tom Harkin once said) -- is becoming a spokesman for good health.
The U.S. Department of Health and Human Services and the Ad Council are expected to announce that Shrek will be a featured addition to their Small Step obesity-prevention campaign, which encourages children and families to lead healthy lifestyles.
The switch comes as McDonald's and Mars ready promotions tied to the May release of "Shrek 3." Mars will offer a Snickers candy bar featuring green "Shrek filling" and "ogre-sized" peanut-butter M&M's. McDonald's in July 2005 announced a two-year marketing and promotional relationship with DreamWorks that begins with the new movie. McDonald's has said it will use Shrek to promote more-healthful offerings such as Apple Dippers.
Growing controversy over the marketing of unhealthful food products to children prompted the Walt Disney Co. in October to announce it would rein in its licensing efforts, including those of DreamWorks rival Pixar.
Disney unveiled new licensing guidelines that limit most of its characters to foods low in total fat, saturated fat and sugar. Disney also moved to make fast food in its parks more healthful.
Advertising Age
It’s not enough to be ridiculed for being green and an ogre. Now he’s being used in a campaign to fight children's obesity.
The DreamWorks Animation's green ogre -- whose promotional efforts for a sugary General Mills cereal named in his honor were pummeled by a U.S. senator ("We got rid of Joe Camel. We've got to get rid of Shrek," Iowa Democrat Tom Harkin once said) -- is becoming a spokesman for good health.
The U.S. Department of Health and Human Services and the Ad Council are expected to announce that Shrek will be a featured addition to their Small Step obesity-prevention campaign, which encourages children and families to lead healthy lifestyles.
The switch comes as McDonald's and Mars ready promotions tied to the May release of "Shrek 3." Mars will offer a Snickers candy bar featuring green "Shrek filling" and "ogre-sized" peanut-butter M&M's. McDonald's in July 2005 announced a two-year marketing and promotional relationship with DreamWorks that begins with the new movie. McDonald's has said it will use Shrek to promote more-healthful offerings such as Apple Dippers.
Growing controversy over the marketing of unhealthful food products to children prompted the Walt Disney Co. in October to announce it would rein in its licensing efforts, including those of DreamWorks rival Pixar.
Disney unveiled new licensing guidelines that limit most of its characters to foods low in total fat, saturated fat and sugar. Disney also moved to make fast food in its parks more healthful.
Advertising Age
posted by Ace In The Hole at 6:41 AM
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