As part of the ongoing goal to make bananas an even bigger part of America’s everyday routine, our client Dole is helping Alex the Lion and his famous Zooster friends from Madagascar “Go bananas” this summer. In 100 million ways, that is.
To help support the launch of Madagascar 3: Europe’s Most Wanted, which opens today and features a banana-and-monkey-powered airplane, the world’s #1 banana is joining forces with DreamWorks on a number of marketing initiatives, including the placement of 100 million special movie-branded stickers on DOLE® Bananas.
Four versions of the stickers feature Alex, Marty, the Madagascar penguins and monkeys. The stickers and other in-store marketing materials have a QR code directing consumers to a mobile page offering DOLE Bananas recipes and energy-related information, and the official Madagascar mobile app: Madagascar Join the Circus!
Free to download, Madagascar: Join the Circus!, features a special Dole banana cart that players can place in their own custom-designed, Madagascar-style circus filled with acts and games featuring Madagascar characters.
“DreamWorks Animation and DOLE Bananas are universally beloved brands with unique appeal across many different age groups, so a summer alliance makes a lot of sense,” explained David Bright, vice president of marketing for Dole Fresh Fruit in Westlake Village, Calif. “We are delighted to join together with the studio and the whole Madagascar family – including the Zoosters and the ever-enthusiastic Penguins – to demonstrate high-energy new uses for America’s most popular fruit.”