With the rapid approach of The Avengers (May 4…Get your tickets NOW!), I’ve noticed an uptick in all things superhero. Now, in no way am I complaining about this phenomenon. Quite the opposite, in fact! As a self-proclaimed geek, I readily admit my excitement. I even love the tie-ins that have absolutely nothing to do with Hulk, Thor, Iron Man, Cap, and the others.
What does Dr. Pepper have to do with The Avengers? I have no idea.
I think the commercial is terribly clever, though. And who doesn’t like Stan Lee? I like Stan Lee. He’s old and cute.
I was watching television with my husband the other day and a Dr. Pepper commercial in this vein came on. It wasn’t the same one as above. It was more of a snippet to advertise the “collectable” cans that Pepper, Phd. is or will be offering.
(ASIDE: Is there anyone out there that collects “collectable” cans? You’re not supposed to drink the soda inside if you’re collecting them, right? Or, do you drink the soda and just keep the empty can? If there’s someone out there that collects “collectable” cans, I’d love to hear from you. Explain, please. Collecting “collectable” cans confuses me.)
So, my husband, after seeing the snippet commercial advertising the cans, went on a very brief rant about product tie-ins and how Dr. Pepper probably has nothing to do with The Avengers. I believe my response was a shrug and a “Meh.”
What does it matter?
I’m sure the makers of Dr. Pepper and who ever signed an advertising contract with them expect the character cans to ramp up sales for the soda and the movie. Maybe it will. Maybe it won’t.
Do product tie-ins work? Can you think of a time you saw a can of character-themed soda, a McDonald’s toy, or a bag of Doritos and thought, “Those [insert product here] make me want to see [insert movie here].”
Now, I’m well aware of marketing practices. They’re actually part of my big girl job. I know all about raising awareness and the such like. Sometimes, I weary of it, though. Sometimes, I want the product to actually be part of the movie.
Wouldn’t that be exciting? Then, we’d have the newest Avenger! Picture the cape waving in the wind, attached to the back of the soda machine! Lens flare on the P. I’m guessing it’s a robot of some kind disguised as a regular old Dr. Pepper machine. Let’s call him Pepperton, Phd. He’s got a monocle.