JUICE brand Sunmagic has joined forces with film studio Dreamworks Animation as ‘soft drinks partner’ of its new children’s movie, Turbo.
Under the deal, Turbo – a 3D comedy about a snail which attains ‘super speed’ powers which will hit cinema screens on October 18 – will be promoted on-pack across Sunmagic’s range of fruit juices, which includes orange, apple, pineapple, apple and blackcurrant, mango and pineapple and coconut variants. An on-pack competition will give consumers the chance to win a trip to Abu Dhabi.
Razin Ali, Sunmagic brand manager, said the new deal with Turbo, Dreamworks and Twentieth Century Fox follows a similar partnership with the Ice Age 4 DVD.
“Turbo is an excellent fit for the Sunmagic brand, as our delicious juices, like the film, can be enjoyed by the whole family,” said Ali. “As a result of our co-branding partnerships on Ice Age 4 and now Turbo, we’re now reaching several million more consumers.
“The new Turbo partnership follows Sunmagic’s increased level of marketing this year, which has included a £1m brand investment, with activity such as the Love Sunmagic breakfast radio campaign in May.”