WESTLAKE VILLAGE, Calif. — As part of its ongoing goal to make bananas an even bigger part of America’s everyday routine, Dole is helping Alex the Lion and his famous Zooster friends from DreamWorks Animation SKG, Inc.’s (Nasdaq: DWA) Madagascar franchise “go bananas” this summer.
To help support the launch of Madagascar 3: Europe’s Most Wanted, which features a banana-and monkey-powered airplane, the world’s #1 banana is joining forces with the studio on a number of marketing initiatives, including the placement of 100 million special movie-branded stickers on DOLE® Bananas sold throughout the country in June .
“DreamWorks Animation and DOLE Bananas are universally beloved brands with unique appeal across many different age groups, so a summer alliance makes a lot of sense,” explained David Bright, vice president of marketing for Dole Fresh Fruit in Westlake Village, Calif. “We are delighted to join together with the studio and the whole Madagascar family – including the Zoosters and the ever-enthusiastic Penguins – to demonstrate high-energy new uses for America’s most popular fruit.”
DOLE’s alliance with DreamWorks andMadagascar 3 is part of its Go Bananas Every Day, a year-long initiative to introduce compelling new ways to enjoy the fruit for breakfast, lunch and dinner, and as a healthier, natural alternative to processed energy bars and drinks loaded with sodium and sugar. A national “Go Bananas Every Day” tour will make stops in Portland, Ore., Seattle, Baltimore and Charlotte, N.C.
Four versions of the character stickers feature Alex, Marty, the Madagascar penguins and monkeys. Dole also is creating a series of in-store Madagascar 3 promotional materials that, like the banana stickers, features a QR code directing consumers to a co-branded mobile page (www.dole.com/madagascar) offering DOLE Bananas recipes and energy-related information, and the official Madagascar mobile app: Madagascar Join the Circus!
Free to download,Madagascar: Join the Circus!, features a special Dole banana cart that players can place in their own custom-designed Madagascar-style circus filled with acts and games featuring Madagascar characters. The game is published by D3Publisher.
Madagascar 3: Europe's Most Wanted is a computer-animated comedy film produced by DreamWorks Animation, and distributed by Paramount Pictures. It is the third installment of the series, following Madagascar and Madagascar: Escape 2 Africa, and the first in 3-D. The film is directed by Eric Darnell, Tom McGrath and Conrad Vernon, and is set for general release on June 8, 2012, following its world premiere at the 2012 Cannes Film Festival in May.
For more information on DOLE Bananas, including recipes, serving suggestions and nutritional information, go to http://www.dole.com/bananas.
About DOLE Bananas
DOLE is the top-selling banana in America and the world – in both conventional and organic product categories. From its founding by James Drummond Dole, the company has built its reputation on a ceaseless commitment to quality. Today, the DOLE brand stands for more than 150 years of quality produce — and the world’s largest supplier of fresh fruits and vegetables, including bananas. Dole strives to grow, produce, harvest, transport and distribute its bananas and other produce in the most environmentally and socially conscious way possible. For more information, go to www.dole.com/bananas.
About Dole Food Company, Inc.
Dole, with 2011 net revenues of $7.2 billion, is the world’s largest producer and marketer of high-quality fresh fruit and fresh vegetables, and is the leading producer of organic bananas. Dole markets a growing line of packaged and frozen fruit and is a produce industry leader in nutrition education and research.
About DreamWorks Animation
DreamWorks Animation creates high-quality entertainment, including CG animated feature films, television specials and series, live entertainment properties and online virtual worlds, meant for audiences around the world. The Company has world-class creative talent, a strong and experienced management team and advanced filmmaking technology and techniques. DreamWorks Animation has been named one of the “100 Best Companies to Work For” by FORTUNE® Magazine for four consecutive years. In 2012, DreamWorks Animation ranks #14 on the list. All of DreamWorks Animation’s feature films are now being produced in 3D. The Company has theatrically released a total of 23 animated feature films, including the franchise properties of Shrek,Madagascar, Kung Fu Panda and How to Train Your Dragon.
About D3Publisher
D3Publisher is a leading video game publisher for all platforms, including: the Wii™ system, Nintendo DS™ and Nintendo 3DS™ handheld systems, PlayStation®3 computer entertainment system, the Xbox 360® video game and entertainment system from Microsoft, Windows PC, and wireless devices. D3Publisher has operations in the U.S., and Japan. The company also owns development studio Vicious Cycle Software, Inc., and its technology platform, Vicious Engine 2™. For more information about D3Publisher and its products, please visit: www.d3publisher.us.
Source: DOLE Bananas
