Our goal is to get kids to consumehealthier products
If we decide to use an additive, we need to keep our focus on
WHY we are using it
Recommendations for DCP after Nutritional Audit
How to advertise to reach to kids
Adopted three approaches :
1) Offer products that already had broad appeal
Distributed Peaches with Daisy Duck& goofy stickers
2) Take products that are healthy & make fun
Mold whole wheat pasta into character shapes
3) Use packaging to inspire product samplingMaking water bottles in the shape of characters
Who will be the competitors
We expect competition & channel fraction, but we believe we can beat the competition because even if they develop & match our nutritional standards, they cannot access Disney Magic
…….Ndi
A top rated U.S. basic cable network since 1996
Seen by 89 Million households
SpongeBob SquarepantsThe FairlyOdd Parents
Del Monte Foods signed a licensing deal with Sesame Workshop
Cookie Monster
Ready Pac (ready to eat fruits) signed a licensing deal with Warner Bros
Bugs Bunny
Can Disney set an example
DCP is highly influential with children
Company used Its “MAGIC”To get children to switch from sugary,Processed foods and became lifelong converts to a more nutritious diet