Unilever built on the appeal of its Persil and Comfort brands among families with pre-school children by running a promotion linked to the hit winter movie, Happy Feet.
Promotional packs of Persil Non-Bio contained a free toy penguin modelled on Mumble and Gloria, the two lead characters of the Warner Bros animated film released in December. The plush was “reversible”, folding in on itself to resemble an egg.
Comfort Pure fabric softener offered a free Mumble comforter with special packs for young children to snuggle up with at bedtime.
Consumers who are unable to find the toys in pack can send tokens or proof of purchase plus £2.75 for a toy penguin or £1.99 for a comforter. It runs until April 2007.
Unilever UK Home and Personal Care linked with the film “because of the strong appeal to our consumer and their pre-school children and common themes between the two brands, such as development and sensitivity”, spokeswoman Gemma Hopkin said.
The film tells the story of misfit Mumble who is born into a community of singing Emperor Penguins but discovers that he cannot sing. Instead, he finds his talent is tap dancing. It features the voices of Elijah Wood, Nicole Kidman, Hugh Jackman and Robin Williams.
Hopkin said the toy giveaway “brought a fresh approach to a category which traditionally depends on price promotions, as well as bringing alive Persil Non-Bio's sensitive cleaning message in a way that engages consumers.”
Persil Non-Bio and Comfort Pure are marketed as dermatologically tested and suitable for people, particularly children, with sensitive skin.
The partnership with Warner Bros has been taken through the line, with an integrated advertising, direct marketing and PR campaign.
This includes a healthy-living initiative to encourage parents to dance with their children. Through the promotion's dedicated website, www.little-penguins.co.uk parents can enter a competition to win one of five dance parties hosted by cricketer and former Strictly Come Dancing winner Darren Gough. The events will also feature a real-life penguin.
“It's important that parents spend time being active with their little ones, and dancing is a great way to do it as it helps to develop co-ordination, balance, flexibility as well as creativity,” said Lara Robinson, a specialist in dance teaching who is supporting the Unilever campaign.
Reproduced with permission from http://www.incentivetoday.com/
