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The positioning of a brand is given thanks to a large number of strategies that remain in the memory of consumers.
“Despicable Me” or “My Favorite Villain” is one of the most successful animated franchises.
But this time it was LALA who made her consumers happy by putting some phrases from the comic language of the minions on the packaging.
the last installment “Minions: A Villain is Born” It has not only triumphed at the box office, but also among the critics, who consider it a best film than his last installment, but his famous characters, the minionsbecame a phenomenon in popular culture as well as in brand licensing.
The positioning of a brand today is given thanks to a large number of strategies that remain in the memory of consumers and as a result of the success of “Minions: A Villain is Born”many have incorporated the image of these famous characters to attract potential customers and on this occasion LALA was right.
How did they become so popular?
“Despicable Me” either “My favorite villain” It is one of the most successful and blockbuster animated franchises. Movies did more at the box office with each release ($543 million, $970 million, and $1.035 billion for each film, respectively). “Just Minions” it earned $1.159 billion at the box office. Additionally, the Minions were included in 14 short films from 2010 to 2019.
The two mobile games also had a significant impact on the brand. Minions. “Despicable Me: Minion Rush” it was released in 2013 and is still being played today. The app reached one billion downloads last April. A couple of years later, it launched Minions Paradise and by the end of 2015 it had surpassed 16 million downloads.
In addition to box office data and game downloads, the evolution of supporting character roles in animated films helped minions were a success. In animated films prior to 1999, supporting characters were not used to promote films, nor did they have their own spin offs. After the popularity of “ToyStory” Aliens, animators began using supporting characters to add humor and provide a secondary way to promote entire movies. The minions in particular stood out from other supporting characters because they had more human features.
This included their names, jobs, and daily activities:
Some of the companies that have been associated with the successful franchise is Mattelwhich in February 2019 revealed that they would partner with Illumination Studios and Universal Brand Developmentt for the first time to create toys inspired by the franchise “Despicable Me”. Although the new Minions movie has been delayed until 2021, the toys were released this spring.
However, it also has to do with the minions they are approachable because they don’t have an agenda, they are out to amuse and please, they are easy to relate to, they always have a positive attitude, they are sensitive, friendly and mischievous enough to captivate, but without taking risks. And, as if that weren’t enough, as a result, they are deeply marketable and the perfect product, narratively, mediatically and commercially.
But this time, it was LALA who made his consumers happy by putting some phrases of the comical language of the minions in milk containers, a strategy that was celebrated by users.
Which shows that in 2022 the minions they continue to prove that they are still accessible to multiple demographics and consumers. During the last 10 years, the minions have appeared in countless campaigns that include packaging of amazonspecial edition Chiquita bananas, a menu of McDonald’s with the theme of minionscountless children’s toys, lodging and cruises, and currently a public service announcement from the World Health Organization.
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