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Wednesday, January 31, 2007

Shriek! Shrek a Bad Marketing Icon

Talk about anti-logic. We want kids to eat healthier, so let's use a rotund beast who bathes in mud and eats insects to be the pitchman.

The Shrek movies are great family , but the U.S. Department of Health and Human Services' decision (as found on Advertising Age to use Shrek to promote healthier eating to kids is beyond stupid.

The over-exploited Shrek brand is already used to promote sugary cereals, M&Ms, and McDonald's, so kids who see an ad with Shrek talking about healthy eating and then seeing his mug on a box of cereal would naturally associate that the cereal is good for them.

Also, look at Shrek -- he's fat and ugly, is that what kids should aspire to? I'm not saying Barbie should be the spokeswoman, but at least someone who generally looks healthy. Mr. Incredible, carrot-eating Bugs Bunny, Buzz Lightyear, the Powder Puff Girls, would all be better candidates.

What's next, Lightning McQueen warning us about global warming?

By John Gartner at 03:35 PM | Comments (0)

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