“Godfather” Brand Italian Foods Arrive | Ad age
It’s an offer you can’t refuse.
A new line of imported Italian foods, including olive oil, balsamic vinegar, sauces and vodka, takes its name, history and inspiration from the iconic “The Godfather” movie franchise.
Corleone Fine Italian represents a collaboration between Los Angeles-based MJ Licensing and ViacomCBS Consumer Products, which oversees licensing and merchandising for the global media and entertainment company that includes Paramount Pictures, which released the film in 1972. Des sequels followed in 1974 and 1990.
Nearly 50 years later, the “Godfather” franchise remains a powerful force that communicates a nostalgic message about the importance of family that underlies the brand with an appeal to moviegoers and foodies alike, said Jeffrey Dash, Associate. director of MJ Licensing, in an interview. . According to him, this will set the range apart from the typical licensed food products, which he says often tend to lack strength.
“A lot of times studio licensing departments just put a logo on a product and don’t think about creating a brand. They just made a deal and it’s over, ”Dash said. “What we’re doing here is creating a real brand that we believe will stand up to the quality of the products. We think people will want to try the product because they like the movie, and because they like the products, they will trust the brand.
The idea for a Godfather food line dates back to 2014 and the pursuit of a vodka brand MJ sought to partner with Don Vito Corleone, the patriarch character of Marlon Brando. Discussions with Paramount followed as the idea evolved to include food as well, including a real-world launch of the fictional olive oil that the Corleone family imported as a front for their criminal enterprises.