Nivea Sun sponsors hit Disney Junior show

Nivea Sun has teamed up for the first time with Disney Junior's hit show 'Jake and the Never Land Pirates' to create an interactive campaign that promotes kids' sun protection.

Nivea Sun: sponsors Disney kids' show
Nivea Sun: sponsors Disney kids' show

As part of the campaign, and to coincide with the upcoming Easter holidays, Nivea Sun is sponsoring a 'Jake’s All Aboard Easter' season. Episodes of 'Jake and the Never Land Pirates' will screen back-to-back throughout the Easter period on Disney Junior.

There will also be a co-branded on-air competition to drive consumers to the Nivea Sun microsite, which will feature a competition page and a branded 'Jake and the Never Land Pirates' game for parents and children to play together.

Carat conceived and managed the initiative on behalf of Nivea Sun and negotiated the package with Disneymedia+, the ad sales and promotions division of Disney in the UK.

Carat has also secured Nivea Sun a short-term promotional licence agreement with Disney that will allow it to use 'Jake and the Never Land Pirates' in its own communications to drive further awareness of the initiative.

The campaign went live this week on Disney Junior with a second burst of sponsorship activity around 'Jake and the Never Land Pirates' programming scheduled for the summer holidays.

Hannah Caine, account manager for Carat, said: "The strategic tie-in we have created for Nivea Sun and Disney Junior has resulted in a highly interactive campaign than spans both of the brand's touch points and provides a more meaningful message that will help Nivea Sun cut through the clutter of sun-care ads this summer and redefines the boundaries of what sponsorship can deliver."

Nivea recently launched a £1m TV ad campaign for its Nivea For Men Sensitive range.

Follow Nick Batten on Twitter @NickBatten2

Subscribe to Campaign from just £57 per quarter

Includes weekly and quarterly print issues, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

MOST READ

BBH deputy ECD Caroline Pay exits
Share

1 BBH deputy ECD Caroline Pay exits

Bartle Bogle Hegarty has parted company with its deputy executive creative director Caroline Pay and has promoted Ian Heartfield, creative managing partner, and Anthony Austin, chief executive of Black Sheep Studios, to take over as joint deputy ECDs.

Just published