Disney has teamed up with the Canary Island banana industry to promote its new real image version of its classic children’s film The Jungle Book ahead of its release in Spain next week.
According to Asprocan, the Canary Island banana producer association, the film encompasses values shared by both brands, such as teamwork, friendship and the extraordinary properties of the natural world.
Fans of the animated original film may remember that the the character of Baloo, the bear who befriends Mowgli, was used to promote the islands’ bananas to children in Spain during the 1970s and 1980s.
“The new film is a great opportunity to bring together the memories of older consumers with those of a new generation,” said Sergio Cáceres Pérez, Asprocan’s marketing director.
Simón Amselem, Disney’s representative in Spain, said the link-up “allows us to associate our creativity and innovation with a product that encapsulates our strategy of promoting healthy lifestyle choices among children and families”.
The tie-in forms the central plank of Asprocan’s 2016 promotional campaign.
