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disneymedia+


Left: The Kermit the Frog backpack promotion with Cravendale was incredibly popular.


Below: Limited edition sticker sets from Cravendale allowed consumers to turn their milk carton into a Muppets character.


solutions across the whole business," said Bobi, "from movies to home entertainment, live entertainment to TV and social media to gaming and retail." She pointed out that Disneymedia+ can


work flexibly with partners of all sizes, working with everyone from a single licensee who wants to gain standout with one of the Disney brands or an advertising client buying space across Disney-owned platforms, to large FMCG brands. "For example, a Disney Princess shampoo licensee could achieve greater stand-out by using our media platforms of marketing experience, benefitting from the value that our wider company ," said Bobi. "It's helping to make clients licensing spend work harder for them and join up with everything we're doing.We're there to add value."


Fruit Loopy


Innocent smoothies joined with Disney’s Club Penguin virtual world in an on-pack promotion last summer to help encourage children to eat more fruit. The campaign was supported through online, TV and social media activity and every pack of innocent smoothies and Fruit Tubes for kids held a unique code which kids could use to unlock three fruit-themed items, with 24 to collect, including a strawberry costume for their penguin, an orange MP3 player and kiwi armchairs; with a pineapple igloo being received when all virtual gifts are collected. Bobi Carley commented: "We launched a creative, integrated campaign that was fun for innocent and Club Penguin fans, while promoting healthy food choices and lifestyles."


A SPECIAL MAX PUBLISHING 119


Cravendale's Muppet Show


One of the other big campaigns that Disneymedia+ has worked on was a tie-up between milk brand Cravendale and The Muppets in the run up to the movie’s launch in February last year. As a relatively young brand, Cravendale and its media agency Carat, wanted to create brand awareness and to tap into Cravendale and the Muppets’ shared values of fun and irreverence. A series of tactics were employed during the campaign to maximise the relationship, including a unique Cravendale advert featuring much-loved characters Kermit the Frog and Pepe the Prawn. An on-pack promotion also ran whereby consumers could collect 20 codes to become the proud


owner of a exclusive, Kermit the Frog backpack. With 250,000 backpacks available, the promotion ran for eight weeks, but no sooner had the promotion launched according to Bobi the backpack became a coveted item. "The chatter around the campaign in the social media sphere was huge," she added. The Muppets link up also included dedicated online activity via the www.themilkmatters.co.uk


portal as well as selected retailer e-commerce sites. The online activity and in store amplification at all major retailers involved a number of exciting competitions to win further Muppets merchandise and other money-can’t-buy prizes. Sam Dolan, senior brand manager at Cravendale said: “When we first discussed getting involved


with “The Muppets” movie release we instantly saw the parallels. Both brands are centred on chaotic energy that spans generations and translates into real affection. This link up was a first for us on so many levels. It was actually our first ever brand link up, our first on pack promotion supported by TV advertising and last but not least, the first time I've ordered 250,000 Kermit the Frog backpacks!" Campaign objectives were certainly met with Cravendale brand loyalty increasing by 25%.


Below right: Innocent's tie up with Club Penguin was designed to encourage children to eat healthily.


disney PUBLICATION 2013


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