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Advertising Power Rangers Lionsgate

Excessive Krispy Kreme product placement in Power Rangers fails to smother movie reviews


By John McCarthy | Opinion editor

March 28, 2017 | 5 min read

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.

Krispy Kreme

Krispy Kreme's Power Rangers promotion

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.

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.”

Advertising Power Rangers Lionsgate

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