Krispy Kreme is the sixth Power Ranger!
It’s become the product placement success of the year; Krispy Kreme aimed for the stars and hit the moon with an over-the-top product placement strategy that makes that most famous of fried dough products the biggest star of the show.
While many big brands have been satisfied with a subtle appearance in the background – a Coca-Cola truck on the street corner or the beer in a character’s hand – Krispy Kreme decided to risk making their product an integral part of the plot.
Over The Top Product Placement with Krispy Kreme
The in your face product involvement in the Power Ranger’s plot, ranged from annoyingly excessive dialogue about the Angel Grove outlet, to centering the final act around a doughnut receptacle, becoming what is surely one of the most blatant acts of movie product placement in history.
There is no getting around the fact that the Power Ranger’s reboot is one of the most expensive ads ever created.
It even builds upon the movie induced activity from the Krispy Kreme brand around especially themed Krispy Kreme doughnuts in both Canada and the US in addition to a bespoke augmented reality experience that allows fans to explore the store before and after the final conflict shown in this kid’s flick.
Take a look at what I’m talking about:
Krispy Kreme is Chuffed to Be the Sixth Power Ranger
Sarah Roof, the head of corporate communications for Krispy Kreme said:
“Krispy Kreme Doughnuts had so much fun partnering with Lionsgate on the Power Rangers film. The scenes in the movie are as relevant to our customers in the US as they are across the globe, so we knew this was something that our audiences would really relate to. It’s been great to see the consumer reaction across the globe.”
So far the Power Rangers reboot is garnering both stellar reviews and an incredible level of publicity for Krispy Kreme.
Could this be the beginning of a new trend in product placement advertising?
A better question would be: is this corporate collusion what we want kids to accept as normal in their entertainment choices?
Is the Krispy Kreme Power Ranger Movie Pointing to the Future?
I think that this is the exception that proves the rule. Krispy Kreme and Power Rangers teamed up to create a marketing sensation that succeeds on the face of it’s unique boldness and incredible daring; especially considering the sum of money that must have gone into the movie itself directly from Krispy Kreme.
This is a one-off that I doubt any other brand will be able to pull off successfully in the future – Companies considering trying this stunt going forward would do well to remember the product placement, box-office bomb that was Mac and Me and forget about lightning striking twice.