Popsicle now has its very own team of Marvel superheroes, and its own comic book series.
Marvel Custom Solutions, Marvel Entertainment’s in-house creative agency, created three superhero characters for the 110-year-old frozen treats brand. The characters — Ace Cherry, Popsicle Pete and Mandy Orange — are charged with “saving families from heat and boredom,” according to Popsicle.
In a trailer video on a new “Deep Freeze 9” superhero hub on Popsicle.com, this “Flavor Force” trio is shown taking on the evil (“and not so nice”) Lord Weathervane, who appears to be threatening to put the earth’s temperature setting on “melt.” (Leading an adult viewer to wonder if he’s ever heard of global warming.)
The Unilever brand will release a series of nine digital comics on Popsicle.com on June 21. Starting in July, it will also offer a limited-edition print comic book, featuring all nine comics, at select Marvel retail stores.
Parents who sign up online to receive the digital comics by email are also required to submit a birth date (presumably for their child) and give permission to be sent either Popsicle brand-only promotions or promotions from various Unilever brands.
In addition to housing the video trailer and digital comics, the Deep Freeze 9 hub offers superhero-themed family activities, including comic-inspired crafts and an option to sign up for an ongoing e-newsletter.
Television host and actress Vanessa Lachey is the brand’s celebrity representative for the campaign.
Popsicle’s marketing team and Marvel Custom Solutions came up with the superhero characters and comics concept to “set Popsicle apart from other brands in the category," said Jonathan Rheingold, VP at the Marvel division.
Popsicle also markets a co-branded line of Marvel Avengers Assemble pops featuring Captain America, Hulk and Iron Man.