Cape Town Based Consultancy Create A ‘Despicably Juicy’ Partnership

BRAND ACTIVITY

Aug 16th, 13:18

Cape Town based marketing consultancy Coppermonkey Promotions has brokered an exciting sales promotional campaign between Universal Pictures and Ceres juice to celebrate the release of the #1 global smash hit movie Despicable Me 2, which was released in cinemas across South Africa July 5th.

This on pack, in-store and online promotion offers consumers the chance to win fabulous prizes including movie tickets and mini minion toys by challenging them to help find the missing minions on pack under peel and reveal stickers. It's the first time Ceres has aligned itself with a movie promotionally, and as a promotional partner they were given access to wonderful character and movie artwork to create the eye-popping point marketing materials to help drive consumer engagement with the promotion.

The Challenge – Driving Sales

“This year we decided to partner with a big Hollywood production to drive sales of our juice over the traditionally quiet winter months” says Nabeel Schreuder, Marketing Manager at Ceres. “We needed a vehicle to attract consumers over the school holidays and Despicable Me 2 provided us with the perfect platform. So far we have created quite a buzz in the trade, have seen the competition entries pouring in and have had double digit increase in sales versus last year. The team at Copper Monkey have been excellent partners in communicating our needs with Universal Studios and finding the best solution for both parties.”

Despicable Me 2 has been wowing audiences worldwide and has taken over $745M at the global box office. Here in South Africa audiences went mad for the minions with the movie taking over R30M at the box office and even knocking Man Of Steel off the top spot.

Marvelous Minions

“The aces that Universal Pictures had up their sleeve were the minions,” says Stefan Rheeder, Marketing Manager at Universal Pictures South Africa. These are easily marketable characters and the facilitation by Coppermonkey Promotions in Ceres’s Help Gru find the Minions promotion has truly done our retail footprint a world of wonders. I have personally seen some fantastic displays out there and the yellow POP pops!”

“Our role for our film studio clients is to create engaging brand activations with well targeted brands to help raise awareness for a new movie launch whilst helping a brand meet any objective they have ” says Dan Frost, Managing Director at Coppermonkey “This promotion has worked fantastically well for all concerned and we’re thrilled with the results. We’ve brokered hundreds of campaigns of this nature over the years on movies both here and in the UK and this ranks amongst the very best”.

For more information on the promotion or to find out about how your brand or business could be partnering with the next big blockbuster, contact COPPERMONKEY directly - Dan 0826289443 or Charlie on 0723146031 or on www.coppermonkeypromotions.com

To find out more about Despicable Me 2 go to www.despicablememovie.co.za
To find our more about Ceres Juices go to www.ceres.co.zaClick here for more information on Ceres Fruit Juices