A Good Idea (almost) Gone Very Bad
At this point, no one can deny the success of 7-Eleven’s Kwik-e-Marts. Those Krusty O’s and Squishees are absolutely flying off the shelves. So I guess the folks at Disney just couldn’t resist jumping on the bandwagon. And what does this family-friendly brand come up with in a flash of cross-promotion genius as a tie-in to its animated hit of the summer? Ratatouille Chardonnay. Yes, wine. A 2004 French white burgundy to be specific. Now, the good news is that Disney and Costco decided to cancel the promotion after getting pushback from opponents of underage drinking. Not to mention California winemakers. Seriously, did nobody at Costco or Disney see this one coming? According to a Disney spokesperson, “We’ve been getting a trickle of inquiries and complaints.” I’ll bet they have.
Posted by Kelly on August 10th, 2007
Filed under Marketing | No Comments »
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