Unilever, Comparethemarket, Olay among brand partners for hotly tipped live action movie.
Disney has partnered with some high profile consumer brands ahead of the eagerly anticipated arrival of the live action Beauty and the Beast later this month.
Persil, Olay, Sony Mobile, Comparethemarket, HomeAway, Hamptons International and Latest in Beauty are all backing the film with promotions, according to Campaign.
Persil has created 1.9 million promotion packs including a £5 Disney Store voucher, while Olay is giving away an ‘enchanted holiday’ to New York.
High profile digital, press, social and in-store campaigns will be backing both initiatives.
Meanwhile, Comparethemarket is continuing its close relationship with Disney – following on from the launch of its Frozen themed toys at the end of 2016 – using Beauty and the Beast to promote its Meerkat Movies 2-4-1 offer from March 10.
Other brand partner promotions include estate agent Hamptons launching a campaign to help consumers ‘find your happily ever after’; Sony Mobile offering a six-month subscription to Disney Life for anyone buying a Xperia smartphone; HomeAway giving away a five-night stay at Duns Castle in Scotland; and Latest in Beauty putting together two sets of beauty and grooming products themed around the film and designed to resemble books.
“The new live action adaptation will bring different generations together and we are aiming to reach these audiences through our innovative collaborations with our brand partners,” commented Anna Hill, chief marketing officer at The Walt Disney Company UK & Ireland.
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