Cape Town-based consultancy creates a 'Despicably Juicy' partnership

This on-pack, in-store and online promotion offers consumers the chance to win prizes including movie tickets and mini minion toys by challenging them to help find the missing minions on pack, under peel and reveal stickers.

Drive consumer engagement

It is the first time Ceres has aligned itself with a movie promotionally, and, as a promotional partner, it was given access to wonderful character and movie artwork to create the marketing materials to help drive consumer engagement with the promotion.

"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 $745 million at the global box office. Here in South Africa audiences went mad for the minions with the movie taking over R30 million at the box office and even knocking Man Of Steel off the top spot.

Campaigns

"The aces that Universal Pictures had up its sleeve were the minions," says Stefan Rheeder, Marketing Manager at Universal Pictures South Africa. "These are easily marketable characters and the facilitation in 'Help Gru find the Minions' promotion has done our retail footprint a world of wonders. I have 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, MD at Coppermonkey "This promotion has worked 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, go to www.coppermonkeypromotions.com.