Disney signs £20m-worth of Narnia brand tie-ins

Disney has embarked on its biggest partnership marketing campaign, in support of the launch of The Lion, The Witch and the Wardrobe.

Major deals, worth more than &£20m in total, have been struck with companies including McDonald’s, Procter & Gamble, Orange and Thomas Cook.

McDonald’s is creating two separate Narnia campaigns, with television advertising throughout December and January, alongside on-pack meal promotions.

A tie-in with Robinsons will utilise the brand’s entire portfolio, which includes Fruit Squash, No Added Sugar Squash, Fruit & Barley and Fruit Shoot.

The on-pack promotion, which will run on 60 million packs, will give consumers the chance to win Narnia-themed banquets and sleigh rides in Prague and Lapland. The instant-win promotion is supported with a micro- site and a three-week television campaign.

P&G is running promotions using two of its key brands, Bold and Lenor, offering trips to the workshop in New Zealand where the Narnia creatures were created.

Cereal Partners is giving away special Narnia books on 5 million packs covering all its key brands, also with an extensive TV campaign.

Lee Jury, marketing director of Buena Vista International UK, Disney’s film distribution division, says: “With such a beloved property, it was extremely important that we select brands with the ability to deliver coveted promotions.”

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