Things are not what they used to be when it comes to using licensed properties to communicate with children and forthcoming Ofcom guidelines on marketing to kids have led some brands to ban using them altogether.
But the current Weetabix is a convincing reminder that, although licensed characters need to be used responsibly and carefully, they can give plenty of pleasure to those who want to engage with them.
Aardman Animation’s Shaun the Sheep is a charmingly complex character (for a sheep!) who appeals to parents and kids alike. And this promotion – ostensibly an SLP with colouring design competition - seems similarly complex with two six-month phases and prizes awarded by age category right up to 18.
It is, however, likely to engage its target market and the prize of a framed picture of the ovine celebrity sporting your personally-designed scarf ought to excite every Shaun fan.
One of the most effective elements is , as the URL is not campaign-specific but a branch of Weetabix’s main domain. While Weetabix remains the brand hero, this also makes for a much better user experience.
Users expect online marketing to deliver contextually-relevant, interactive animation, and agencies have to be particularly careful about portraying licensed characters. Sadly, the portrayal of Shaun on the site feels a bit static at times, although the video clips of Shaun in action are amusing. If only they had integrated the product into a clip…surely a missed viral opportunity?
What is missing is the relationship between the brand and the licensed character. While Shaun doesn’t threaten to subvert children, neither does he really actively promote the values that the range stands for.
Yet, at a time when issues like pester-power and internet overuse challenge all brands, Weetabix has delivered a safe promotion that should engage children without offending any parental or industry sensibilities. And it will no doubt shift some product too.
It’s not the license you use, it’s how you use it. Even in today’s PC climate, kids still need to be kids.
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