Cott Corp. is out with a new line of fruit and water beverages for kids—touting less sugar and added vitamins—all tied to some of Disney’s most popular films.
Tying to Disney’s latest hit, a line of fruit drinks carries the Cars theme and boasts that it has 33% less sugar than regular fruit drinks, plus 25% of the daily value of eight essential vitamins and minerals, Cott said.
In addition to the Cars tie-in, Cott is also launching Finding Nemo purified drinking water and The Incredibles fortified flavored water with five added vitamins. The Finding Nemo drinks launch this week; The Incredibles beverages hit store shelves in August.
“We know that kids love branded items, especially characters that they can interact with,” said Steve LeVeau, director of marketing and category management, for Cott.
The partnership provides Cott with access to most Disney properties, however, Cott saw Cars, Finding Nemo and The Incredibles as top choices based on their box office successes.
“We’re just not trying to get into the kids’ category to grow sales,” LeVeau said. “We’re going in with a purpose, and in partnering with Disney, we’d like to offer [products] that are better than those out there—kid-preferred and mother-approved.”
All of the products are packaged in kid-sized eight-ounce servings and are being offered in grocery stores and mass merchants nationwide. P.r., in-store sampling and P-O-P materials will support.
“We did research and asked moms what they though was best for their kids and eight-ounce was overwhelmingly the size that they wanted,” LeVeau said. “Knowing that everything is super-sized, and with all the concerns about childhood obesity, we wanted to offer a product that was perfect for kids.”
Cars opened June 9 and led the box office with $33.7 million in sales following the June 16-18 weekend.
Cotts said it is exploring cooperative ventures with other brands that have established marketing ties to Disney.
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