A Smart Licensing Deal: Icing on the Cake?

June 25, 2012 at 11:22 am by Ted Mininni

What’s the ultimate for an accomplished baker? Not only a successful business, but fame and fortune. Discovery Communications TLC’s Buddy Valastro, aka “Cake Boss”, has parlayed his passion for creating beautiful as well as flavorful confections into a media sensation. Buddy’s business, Carlo’s Bakery, in Hoboken, New Jersey is a family success story. Four generations of family members’ hard work have turned Carlo’s Bakery into a landmark business.

But, as Emeril Lagasse likes to say, Buddy came along and “kicked it up a notch”. Or maybe several notches. Leveraging his fame as a TV celebrity to ice a deal with Dawn Foods to bring Buddy’s recipes and cake designs to local bakeries, warehouse clubs and supermarkets is a smart idea. Buttercream iced cakes and cupcakes will be available this summer. A line of fondants will roll out this fall.

Buddy hit the nail on the head when he observed in a recent interview: “The ready-to-sell cakes are perfect for fans of the show who want to taste one of my cakes, but may not be able to visit Carlo’s Bakery.”

Exactly. But I’m betting even those who aren’t currently fans will be when they see and taste Buddy’s inspired confections. As long as the Cake Boss’s brand is readily apparent. That’s how crucial it is to get licensed product packaging right.

How will the Cake Boss’s confections be packaged?
Will a glance at Dawn Foods’ packaging immediately deliver Buddy Valastro’s unique brand and its assets?
How will the personality of the Cake Boss be captured in the consumer product packaging? Will a visual of his face appear on pack? Or the brand identity of the “Cake Boss” TV program? Both?
What kind of brand communication will the packaging utilize?
Will brand signature colors of white and red appear in the packaging?

These questions have piqued my curiosity. We know that DVDs of Buddy’s famous show are available as well as a small number of consumer products online. Now, with cakes and cupcakes – Buddy’s signature recipes – coming to the marketplace it’s likely time to take the Cake Boss’s licensing and “kick it up a notch”.

A well-developed packaging guide needs to be in place to support the program and to ensure its success. Otherwise, what’s one more line of packaged confections in every retail channel?

What do you visualize when the words “Cake Boss” come to mind?
Do you think the Cake Boss confections will sell even if the packaging program falls short of delivering the brand?
If the packaging program is well developed, will it ensure the success of the line? Or will that also depend on Dawn Foods’ delivering consistent food quality as well as the Cake Boss’s designs?

Categories:

Licensing, Branding, Package Design, Licensing Program Design, Consumer Products, Entertainment

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