Pearl & Dean, the UK’s best-known cinema advertising contractor today announces that it has brokered a film partnership between Boots’ suncare brand Soltan and Illumination’s exciting new chapter of Minions mayhem, Despicable Me 4, to encourage families to take care during their summer holidays with sun protection. Illumination’s Despicable Me 4 arrives in UK cinemas 12 July.
The partnership features an extensive campaign harnessing the power of Illumination’s iconic Minions and the biggest animated film franchise in history. The campaign includes new characters from the film, including the super-powered Mega Minions, and will be featured across a Soltan in-store campaign with co-branded Free Standing Display Units (FSDU), floor stickers and Minions bunting.
Boots will also be offering shoppers an exclusive deal to buy any two Soltan products and receive a free Despicable Me 4 branded water bottle, to help keep shoppers hydrated during the warm summer sunshine.
This is the third time Boots has brokered a film partnership with Pearl & Dean in the last 12 months, with recent successes including Soltan’s partnership with the Barbie film from Warner Bros. last summer. As well as a Mean Girls partnership with make-up brand 17.
The Despicable Me 4 campaign is currently running in Boots stores nationwide across window displays, digital signage, cinema advertising and social media, ahead of the film’s UK release date in cinemas on 12 July. The campaign will also be rolled out across European, Asian and Middle Eastern markets, further demonstrating the success of film partnerships for Boots.
John Ridley, film partnership consultant at Pearl & Dean, said: “At Pearl & Dean we thrive on thinking about creative ways to pair films with our brand clients. The iconic Minions from Illumination’s blockbuster Despicable Me films are the ideal characters to align with Soltan and its iconic bright yellow branding. This partnership allows Boots to further connect with its shoppers in a fun and playful way, while also harnessing these beloved characters to remind people of the importance of sun protection.”
