Horizon Dairy is betting on the Disney Channel as a “smart move” in its foray into national television advertising, as seen in the above video.
The product being advertised is Horizon's Organic Milk Plus DHA Omega-3, and the spot conforms to Disney Channel's strict sponsorship policy, which limits ads to two per hour, 15 seconds in length, restricts overt product claims, and requires a voice-over sign-off that the product is a “proud sponsor of Disney Channel.”
The campaign, however, reaches across the Disney family of media brands.
Horizon's new flight of advertising will run on Radio Disney, Disney FamilyFun magazine, disney.com, kaboose.com, disneyfamily.com and familyfun.com.
The deal “allowed us to reach into TV, radio, social media and print, across all those channels. And the demographics between Horizon and Disney are a great match. Our target audience is moms looking for better products for their kids and families,” Horizon brand manager Dustin Finkel told The New York Times.
The campaign naturally targets families, since DHA Omega-3 claims to support brain development as a nutritional key for growing children. "Most American kids are not getting the DHA they need. The typical three-year-old needs about 150 mg of DHA a day. On average, they are only getting about 19, mg, a tiny fraction of what they need for optimal brain growth," according to a statement from pediatrician Dr. Alan Greene on Horizon's website.
The TV and radio commercials are Disney-exclusive. The Disney Radio spot ends with the verbal tagline: “Kids are smart. Continue to help support their brain development with Horizon Organic DHA Omega-3 Milk, the organic way to help give your kids the nourishment they need.”
Horizon's campaign extends to print and digital ads that feature copy lines including “Milk with DHA omega-3 isn’t rocket science. But it is genius.” They will run in magazines including American Baby, Better Homes and Gardens, Everyday Food, Family Circle, Fitness, Martha Stewart Living, Scholastic Parent and Child and Working Mother.
Lori Wigler, brand group director at Horizon Media, the (related in name only) media agency for Horizon Organic, says they “went to a lot of potential partners,” and found Disney’s cross-platform media proposal the most efficient approach, as many media companies, she says, “are still in the age of, ‘print, you talk to this person’ and ‘digital, you talk to this person.’ ”
For Disney, it seems, being integrated and strategic for its brand partners is organic indeed.