¿Veremos próximamente a los personajes de Harry Potter promocionando dulces y cereales? Al parecer, asà será si la productora Warner Bros. se sale con la suya. La compañÃa ha presentado un proyecto con el cual busca convencer a las grandes agencias de publicidad y mercaderistas, inicialmente en Australia, de utilizar a los personajes de algunas sagas y franquicias, incluyendo a Harry Potter, Bugs Bunny, Scooby-Doo, Looney Tunes, y Batman, en sus campañas de ventas de productos alimenticios enfocados a la comunidad juvenil. Preston Lewis, director de mercadeo de la lÃnea de Productos de Consumo de Warner Bros. en Australia, declaró:
Durante los próximos meses estaremos haciendo una serie de presentaciones de alto nivel para las agencias, indicándoles cómo estos personajes y otras propiedades pueden utilizarse también para vender productos. Warner Bros. tiene en cuenta a todo el espectro de consumidores, desde recién nacidos hasta abuelos.
Warner Bros want more of its characters used in ads / File
Warner Bros owns hundreds of characters
Wants the characters used in more ads
Regulators against cartoons selling sweets
BATMAN, Bugs Bunny and Harry Potter could be spruiking everything from sweets to cereals, if studio giant Warner Bros gets its way.
The company is on a push to convince advertising agencies and marketers in Australia to use more of its characters and movie stars in their marketing in an effort to mirror the success of its US operation, which has expanded by licensing the use of its characters.
The move to push the use of properties such as Scooby Doo, Batman, Looney Tunes and Harry Potter on products comes at the same time marketers face potential bans on such links with unhealthy food products.
The Australian Association of National Advertisers self-regulatory code on advertising to children restricts such links with unhealthy food, while a recent national preventative health taskforce report called for such links to be banned, The Australian reports.
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Preston Lewis, managing director of Warner Bros Consumer Products in Australia, said the move to extend the use of its licensed properties came in the wake of a strategic review and that the company was sensitive to the issues.
«Over the next few months we will be giving a series of high-level presentations to agencies telling them how the characters and other properties can be leveraged to sell products,» Mr Lewis said.
Mr Lewis said the push to have cartoon characters and celebrities banned from some food advertising would not be an issue for Warner, which has crafted a healthy lifestyle program for kids around its Looney Tunes brand called Looney Tunes Active.
He said that Looney Tunes Active had been devised to support health focused needs, with the characters engaging in sports activities such as cycling and surfing.
«Warner Bros looks at the full spectrum of consumers from newborns all the way up to grandma,» he said.
The move to get marketers to embrace Warner properties is the second phase of a rejuvenation of the company’s Australian operations and it is hoping that marketers will licence the use of characters with attributes that match the needs of brands ranging from sweets to cereals.
He said characters such as Clint Eastwood’s Dirty Harry could leverage the «make my day» catchphrase for a brand, while Bruce Lee (another Warner property) could represent energy and vitality.
Read more in The Australian.
¿Ustedes qué opinan? ¿Les gustarÃa ver a Harry Potter y demás personajes de los libros/pelÃculas en cajas de cereales, comerciales de dulces, anuncios de tiendas y supermercados, etc.? Actualmente podemos ver a Harry y demás personajes en accesorios de ropa, juguetes, cuadernos, mochilas, juegos de mesa, y muchos otros artÃculos más. ¿PodrÃa esto suponer una saturación de los personajes en el ámbito del mercadeo, o un evidente afán de obtener más ganancias mientras sigue vigente la franquicia? Esperamos sus valiosas opiniones en los comentarios :)
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