LONDON – Robinsons has secured its biggest film partnership to date with a deal to promote Disney’s Christmas blockbuster, ‘The Chronicles of Narnia: the Lion, the Witch and the Wardrobe’.
A £2m campaign for the Britvic-owned brand, which breaks on 24 October, will include TV, point-of-sale and on-pack activity. It is set to run on Robinsons Squash and Fruit Shoot packaging, as well as multipacks.
Robinsons, which will be the film’s exclusive drinks partner, also plans to offer a range of prizes to consumers, including trips to Prague, where the movie was produced, to meet characters from the film.
The promotion, which is being overseen by Jonathan Gatward, brand controller at Robinsons, follows a successful tie-up with Disney’s ‘Finding Nemo’ in 2003.
Several other companies, including McDonald’s, are also understood to have secured promotional deals with the film, which is hotly tipped to be the Christmas box-office hit of 2005.
Separately, Britvic is to boost its presence in the bottled water market with the launch of Drench, which is set to go on sale next month.
