Cinema sales house Pearl & Dean has worked with Chambord to rework its ident.so that it celebrates the return of the Sex and The City gang of girls. The brand is using the film to target its target audience of 25 to 34 year old ABC1 women with a quirky ident.
The promotion, exclusive to Pearl & Dean’s contracted cinemas, including the Vue chain, kicks off on 28 May across 350 screens nationwide to accompany the opening of the Sex and The City film sequel.
The spot, appearing before film trailers, begins with a raspberry coloured pop-up of the New York City skyline, followed by moving silhouettes of the film’s four leading ladies.
Replacing the iconic Pearl & Dean asteroid visuals, the famous “pa-pa-pa-pa” ident concludes with the image of a champagne cocktail and the luxurious Chambord bottle.
Charlotte Ashburner, senior brand manager at Chambord says “Chambord is the spirit of fashion so we’re very excited that our first foray in to cinema advertising sees us share a screen with four of the world’s most glamorous women. Like Carrie and co, our audience enjoy shopping, fashion and cocktails and this spot provides the perfect opportunity for us to reach them.”
Pearl & Dean has just been bought by the owner of cinema chain Empire Cinemas.