To celebrate the Easter release of Rio 2 Twentieth Century Fox has partnered with Capri-Sun to run an on-pack promotion offering consumers the chance to say ‘Thanks mum’.
The pan-European initiative offers families the chance to jet off on holiday, with British audiences offered the chance to head to films namesake Rio and European entrants able to win a trip to London.
“This is an incredibly exciting opportunity for us to partner with two of the most successful film corporations and animation studios in the world and as a result we wanted a campaign that demonstrates how well our brands complement each other through our values,” said Ian Benton, associate director European stills portfolio at Coca-Cola Enterprises.
Integrated creative agency and long term partners of CCE and Capri-Sun, BD Network, has created a dedicated online platform for the brand to celebrate the upcoming movie release, which in addition to the competition hosts an interactive game, the Rio 2 trailer and downloadable activity sheets.
Katie Hunt, senior account director, BD Network, added: “As long-term partners of Capri-Sun and CCE this was a very stimulating campaign for us to work on as we believe this partnership truly illustrates what the brand stands for. We wanted to build a campaign that fully interacted with the audience by reaching out and giving them the opportunity to engage with one another whilst bringing the family together for a bit of fun.”
Rio 2 is released on 4 April, with the Capri-Sun competition running until 31 July.