Shrek has become a spokestoon for the new HealthierUS campaign to prevent childhood obesity. As covered by the Wall Street Journal today (paid subscription required), Dreamworks Animation SKG and its promotional partners PepsiCo and McDonalds are helping the campaign by featuring Shrek and friends in one of the ads, point-of-sale displays and tray-liners. The ads are being coordinated with the Ad Council. GSD&M who created the campaign pro bono 'says it will initially target children across all ethnic and geographic areas.'
Sounds like a great warm-up for Shrek the Third. In times when public money can't be found to confront childhood obesity (as the demise of VERB demonstrated), you get what you pay for. Add this one to the '1P marketing playbook' and don't go rushing around looking for impact. And for GSD&M, last I heard there was still one open slot.
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