The Vosene Kids children’s haircare brand has announced a promotional partnership with DreamWorks Animation for the latter’s latest movie, Trolls. The partnership will run from August 2016 until February 2017 driving consumers in store and online.
The partnership, which centres around an on-pack promotion, will be supported by significant marketing investment across PR, social media, outdoor advertising and in-store activations to create Vosene’s biggest ever partnership activity.
Featuring the Trolls characters, highly impactful limited edition packs will roll out across retailers from August. The on-pack promo will give away 40,000 mini Trolls dolls via a scratch mechanism on the limited edition ‘Squeaky Clean’ and ‘Fruity Goodness’ ranges.
Vosene Kids is also planning to launch an educational strand to the campaign with a fun, interactive game. Housed on the brand’s website, the game will help children to learn how easy washing their hair can be through a ‘shampoo challenge’, with the Trolls characters helping to provide a few tips along the way.
Morgane Salin, Senior Marketing Manager at Vosene Kids, adds: “This is the first promotional partnership of this kind and scale for Vosene Kids and we believe that Trolls is a great fit for Vosene Kids as our research shows that films are a real passion for our consumers. The colourful and eye-catching characters on-pack will ensure our products stand out on shelves and put the brand front of mind when it comes to point of purchase. We are looking forward to delivering a creative and integrative communications campaign to support the promotion, helping to give a little bit of fun to families while raising awareness of the importance of the children’s haircare category and of course drive through to sales.”