Brands take off for the Man of Steel

Nokia, Lidl and French Connection are among several brands ramping up their advertising activity for this summer’s hotly anticipated summer blockbuster the Man of Steel.

Warner Bros is launching its biggest promotional campaign of the year for the Superman reboot.

The film opens later this week (14 June) and is being supported by the largest roster of promotional partners Warner Bros has assembled this year.

Nokia, which last year launched a Batman-themed phone for the Dark Knight Rises, is promoting a limited-edition Lumia 925 phone to coincide with the release. It has also launched a “Man of Steel” app for the smartphone that includes character information, trailers and an augmented-reality feature. Additionally, the brand will appear in the film and sponsor this evening’s international premiere (12 June).

Elsewhere, Lidl is running in-store activity to promote its pan-European deal with Warner Bros. Licensed merchandise including apparel, accessories, toys, food and personal care products will be sold in more than 10,000 stores across 24 countries this summer.

Pilar Zulueta, executive vice president and general manager of consumer products at Warner Bros EMEA, says: [Lidl] are a driving force in European retail and have engendered consumer loyalty through offering top quality products at the lowest possible prices. By maximising the profile of thousands of Lidl stores in more than 24 countries across Europe, Lidl will help to underpin the position of the Superman brand as a powerful force and an icon of popular culture.”

Other brands involved include French Connection UK, Chrysler, Toshiba, Pizza Hut and No Fear (see below).

The ‘Man of Steel” is a reboot of the long-running Superman movie franchise, with Warner Bros looking to build on its stable of superhero films to compete with rival Marvel Studios’ annual blockbusters.

Promotional partnerships for The Man of Steel:

  • Chrysler – The car marque has created to Superman branded cars – the S series for its Ypsilon and Delta – to give away through a partnership with Absolute Radio. It is also running promotional activity from its Facebook page.
  • French Connection – Is running in-store activity to support its Superman T-shirt collection.
  • No Fear – The energy drink is offering consumers a chance to win a zero-gravity flight experience.
  • Toshiba – Is promoting its electronics range through as well as offering fans 6 months worth of free cinema tickets.


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