Household cleaning brand, Cif, has teamed up with West End show, Shrek The Musical, in a promotional deal brokered by entertainment marketing agency, aka.
For the launch of new Cif PowerPro Naturals Kitchen and Bathroom range, aka has secured an on-pack prize promotion on over one million packs with the musical. The promotion will also be supported by advertising activity including, HeartFM Breakfast show campaign, a digital banner ad across the Yahoo network, print advertising in Waitrose magazine, in store co-branded shelf advertising in Morrisons supermarkets, and co-branded buttons on the Sainsbury’s website.
“Working with aka and Shrek The Musical makes real sense for our launch of Cif’s new PowerPro Naturals range. Shrek The Musical’s universal appeal means that the chance to win a Fairytale Family Weekend in London and experience the show will be an exciting opportunity for our customers,” commented David Titman, household cleaning brand manager for Unilever, “we’re confident that our target audiences will really want to engage with this fantastic partnership.”
Head of promotions at aka, Claire McLaughlin added aka were “hugely excited to have secured this fantastic 360 degree brand partnership between Shrek The Musical and Cif, two great family-friendly brands.”