Innocent partners with Disney to talk to kids about fruit
Innocent is teaming up with Disney for the first time in a new marketing campaign across its entire children's range, as it moves to better engage children with its products and make them "excited" about fruit.
The brand's joint activity with Disney's virtual world for children, Club Penguin, will feature an on-pack promotion launch on 8 August across the Innocent Smoothies and Fruit Tubes for kids ranges.
It will be supported by digital activity and a TV ad airing on the Disney and Disney XD channel two weeks later.
Gurdeep Loyal, marketing manager for Innocent kids' brands, said the campaign was focused on "talking to kids" and getting them "excited about fruit".
He said: "The Innocent Kids Smoothie business has seen 25% year-on-year growth."
The on-pack promotion encourages children to collect fruit-themed items, while the unique codes give children "fruity add-ons" to use within their Club Penguin accounts.
Club Penguin recently announced it will run internet safety campaigns, following the recent storm around rival kids' site Habbo Hotel, after a Channel 4 News investigation in which a reporter posing as a child repeatedly experienced sexual chat.
Follow Loulla-Mae Eleftheriou-Smith on Twitter @loullamae_es
This article was first published on marketingmagazine.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Consumer & Shopper Insight Controller FMCG Tarsh Lazare Marketing Recruitment £60K-£65K + Car Allowance + Bonus, North of London/Herts
- Digital Designer/Developer Major Players £200 - £400 per annum, City of London
- FT to reveal first design overhaul in seven years
- Philips launches campaign for app-controlled lightbulbs
- Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote
- Notonthehighstreet.com launches brand campaign
- Publicis boss Maurice Lévy to step down in 2017 amid board shake-up
- 18 Feet & Rising wins Skoda digital brief