Magazine article Marketing

Disney's Finding Nemo Nets Pounds 7m P&G Link-Up

Magazine article Marketing

Disney's Finding Nemo Nets Pounds 7m P&G Link-Up

Article excerpt

Finding Nemo, the latest movie from Pixar and Disney, will be the most brand-supported animation film in British cinema history when it opens this weekend.

During its pre-Christmas run the movie will receive more than pounds 7m in support from Procter & Gamble and millions of pounds more from Britvic, Cereal Partners and McDonalds in addition to the pounds 2m from Disney.

P&G is tying its Bold, Fairy Non-Bio and Lenor fabric care brands to Finding Nemo with pounds 5m in advertising spend and another pounds 2m in point-of-sale promotions.

The partnership is part of marketing director Mark Brickhill's drive for more 'collaborative' campaigns (Marketing, September 25).

Cereal Partners is tying a range of its brands, including Shreddies and Cheerios, to the film, while Britvic is running a pounds 1.4m promotion for its Robinson's brand and McDonald's a major Happy Meals drive.

'We've never had so much partnership activity before but we've learned a lot about brand fit in recent years,' said Robert Mitchell, The Walt Disney Company's vice president, marketing. …

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