Wholesome Sweeteners “Goes Hollywood” – Again

You’ve got to look fast – in-between all of the action and suspense – but a Wholesome Sweeteners’ ad and logo appear for a few seconds in the new movie “Knight and Day.

About 30 minutes into the film, the hapless heroine, June – played by Cameron Diaz – is fleeing from Tom Cruise, who plays a rogue spy named Roy. As Diaz is running for her life, she jumps on a bus that displays a Wholesome Sweeteners’ ad on the back.

Happenstance?

Not hardly, says Pauline McKee, vice president of marketing for the company, which specializes in Fair Trade Certified™ organic and natural sweeteners.

“I have worked with a company called Motion Picture Magic for approximately five years,” she says.
“We responded to a request from the film producers of ‘Knight and Day’ just over two years ago.”

McKee says the California-based company has been very successful in securing Wholesome Sweeteners’ product placements in feature films, such as “Bedtime Stories” with Adam Sandler, and on TV shows, including “Two and a Half Men” and “Entourage.”

“This has been a great partnership through which we introduce stars, cast and crew to our products and also place them on the set in appropriate scenes during shooting,” she says.

It’s all part of the big-picture marketing strategy for this joint venture between Imperial Sugar, one of the largest U.S. sugar companies, and Edward Billington & Son, one of the UK’s largest, privately owned companies with products and services in the food and agriculture sectors.
Adds McKee: “We are very excited that the Wholesome Sweeteners’ bus banner advertisement survived final editing and cut.”

It just goes to show. You can have more than one thing that’s naturally wholesome and good in a cloak-and-dagger plot line. Move over Cameron Diaz.