“Star Wars: The Force Awakens” is on its way to becoming the biggest grossing movie in North American box office history. The film has earned $742 million, just $18 million shy of “Avatar’s” North American record. Worldwide “The Force Awakens” had made $1.5 billion at the global box office. As “The Force Awakens” breaks box office records it’s no surprise that brands have embraced the most anticipated movie in a decade, by launching specialty branded items.
Take a stroll down the aisles of your local grocery or drug stores and you can’t miss the aggregate of products that jumped onboard the “Star Wars” bandwagon. From cosmetics, cereal, duck tape and even grapes – Yoda grapes to be exact – brands are attempting to cash in on the “Star Wars” mania.
Start your day off right with a bowl of “Star Wars” themed Lucky Charms or Honey Nut Cheerios and add some R2-D2 adorned French Vanilla Coffee Mate to your coffee – after all, breakfast is the most important meal of the day. Don’t forget to get glammed up with the Covergirl “Star Wars” edition mascara and lipstick. And before you head out the door hit the streets with some stylish footwear, choose between your collection of Vans or Adidas kicks.
Okay, you get the point.
There is an appeal for brands to leverage the excitement around the film, however it’s important to understand whether the product tie-in makes sense rather than companies aimlessly slapping the “Star Wars”logo onto goods. Are some brands hitting the nail on the head? Or, are they missing the mark with consumers?
Generals Mills has transformed the covers of some of their popular cereals. The Honey Nut Cheerios bee is dressed up as Darth Vader and the Trix Rabbit as Princess Leia, and hidden in each box you’ll find a collectible droid figure. Johnson & Johnson’s released Band-Aids featuring special edition “Star Wars”-themed designs. Duck brand launched a roll of duct tape featuring the movie’s characters across the tape.
When brands tie their products to major events, such as the release of the latest “Star Wars” movie, they need to consider how their product fits within the overall “Star Wars” brand? Is there are an obvious link between Yoda grapes or duct tape and the movie? No, they’re both definitely a stretch. Haphazardly slapping the “Star Wars” logo onto a product doesn’t have any appeal or a strong link to the movie. For brands that struggled to make a natural link between their product and the film, they were better off sitting this one out.