By Elaine Eggert
As the December release of Star Wars: Episode IV – The Force Awakens draws closer, a lot of major brands are jumping on the bandwagon and creating Star Wars themed product lines and advertising campaigns in order to draw loyal fans to their brands.
Kraft Heinz, the maker of Kraft Macaroni and Cheese, debuted a TV spot from Crispin Porter + Bogusky, which showcases their collectable Macaroni and Cheese boxes featuring Star Wars shaped pasta. In the commercial, a dad and son are admiring their room of Star Wars collectables, including Kraft Macaroni and Cheese boxes, while the son exclaims, “So, toys you can’t play with and mac and cheese you can’t eat? This is a room of lies.”
Kraft is not the only brand who is feeling the force. Duracell Batteries partnered with Disney, Lucasfilm, and Anomaly to create a minute long primetime spot that aired on October 29th, 2015. The fantasy sequences feature two Jedis using their Duracell-powered lightsabers and imagination to play on Christmas morning. Of course, none of the fun would be possible without the battery power of Duracell. The company is using the power of Star Wars in order to make their brand more appealing to the public.
The upcoming release of The Force Awakens can be felt by many consumers. Whether it be television spots such as Duracell’s, the release of the movie’s official trailer (seen by 56 million people) or even Twitter’s special Star Wars Emojis, the new film and the entire Star Wars theme is already becoming extremely prominent this holiday season.