As you may or may not know, May 4th is celebrated as Star Wars Day or “May the 4th be with you” due to the obvious pun on the date in the latter phrase. The first organized celebration of the event took place in Toronto in 2011 and it has spread quickly since. Unsurprisingly, brands have been quick to get in on the act.
With Kraft’s recent release of Star Wars Shapes Mac & Cheese — featuring characters Yoda, Darth Vader, C3PO and R2D2 — it was obvious the brand would do something big for the celebration, which gains extra traction this year with fans’ feverish anticipation for the latest installment. So CP+B, Kraft’s agency of record, created the “Official Soundtrack of #Maythe4thBeWithYou” for the brand. The station, which will be hosted on Pandora by DJ Ted Williams, who will offer interludes in-between classic songs from the films mixed in with “a range of remixes from different genres.” Kraft will also debut Star Wars-themed macaroni art for the holiday on the brand’s Pandora site. The effort should be a hit with young Star Wars fans, which Kraft hopes will draw even more of them to its Star Wars Shapes Mac & Cheese.