The newly released Saban's Power Rangers has taken movie product placement to a whole new level, centring the final act around an absurd skirmish at a Krispy Kreme. However, it does not seem to have ushered any badwill from viewers with many of the social media responses positive towards the partnership.
Empire’s review said an “extended product placement for Krispy Kreme (deliberately) bags the biggest laughs of all,” meanwhile Vulture said “It is also, jaw-droppingly, one long Krispy Kreme commercial" adding "the Power Rangers product-placement game is strong.”
Mic dubbed it one of the "craziest uses of product-placement in recent memory," and Mashable went as far as saying that branding Krispy Kreme as the ‘sixth ranger in the new Power Rangers’. So on-the-chin was its involvement in the film’s plot, from excessive dialogue about the Angel Grove outlet, to the fact the final act is centred around this doughnut receptacle, that it may be one of the most blatant acts of placement in recent memory.
The partnership with the confectionery brand no doubt paid for the movie’s CGI-heavy closing act... but it was noticed by consumers.
Krispy Kreme had more screen time than Bryan Cranston in Power Rangers
— Haikal Idris (@haikalclassic) March 26, 2017
There's a cow dick joke, aggressive krispy kreme product placement + a deeply boring white dude but tbh? POWER RANGERS was damn delightful
— Aubrey Page (@aubreypage_) March 22, 2017
that moment when you realize the whole power rangers movie is a krispy kreme ad pic.twitter.com/AiBjoQ5kIL
— audrey w (@audrey_winona) March 28, 2017
— HCMovieReviews (@HCMovieReviews) March 27, 2017
New Power Rangers was good. They took all that Krispy Kreme product placement money, put it into the special effects and I'm ok with that.
— Kyle Taylor (@KyleTaylor416) March 26, 2017
The most expensive ad for Krispy Kreme I have ever seen. #powerrangers
— JoshKnightTheFirst (@JoshKnight1st) March 24, 2017
— Katrina (@hopeimophelia) March 27, 2017
I have a lot of strong, yet mixed feelings about Krispy Kreme's Saban's Power Rangers.
Gonna stew on it while I drive home.
— ThatDudeOverThere (@MikeLovesRabbit) March 24, 2017
It builds upon activity from the brand around specially themed doughnuts in Canada and the US in addition to a specially-created augmented reality experience that lets fans explore the store before and after that final conflict.
Sarah Roof, head of corporate communications for Krispy Kreme told Mashable: “Krispy Kreme Doughnuts had so much fun partnering with Lionsgate on the Power Rangers film.
"The scenes in the movie are as relevant to our customers in the US as they are across the globe, so we knew this was something that our audiences would really relate to. It’s been great to see the consumer reaction across the globe.”