Household towel brand Plenty is collaborating with Disney ahead of the hotly-anticipated launch of the Disney∙Pixar film Incredibles 2, which will be released in UK cinemas on July 13^th.

Manchester-based marketing agency Blue Chip has created an on-pack promotion for Plenty which runs across two million Plenty ‘The Stylish One ‘packs. The activity aims to recruit younger families into the category by offering the chance to instantly win one of 10,000 Incredibles 2 plush toys. Plus there is a prize draw to win an adventure holiday for a family of five to visit Queenstown, New Zealand.

To enter, consumers must visit www.plentywins.co.uk/incredibles2 and provide their full name, contact telephone number and a genuine email address along with the unique code found on the inside of every promotional pack. There are 10,000 Disney∙Pixar Incredibles 2 plush toys to be won instantly online. The toys are around 7 inches tall and represent the main characters of the Incredibles 2 film – Bob Parr (Mr Incredible), Helen Parr (Elastigirl), and their children Dash, Violet and Jack Jack.

Winner selection is via ‘winning moments’.

In addition to the instant win, everyone who enters their unique code online at the microsite, whether they have won a toy or not, will be put into a random prize draw to win a holiday to Queenstown, New Zealand for a family of five.

There is a No Purchase Necessary entry route for Northern Ireland. In the Republic of Ireland, where the law requires that brands operating prize draws where consumers have to buy a product to enter must partner with a charity which has been granted a lottery license, Plenty is working with LauraLynn Children’s Hospice.

The promotion went live this week and will be supported with a full media campaign including TV, social and in-store throughout the summer months.

Jess Harper, Account Director at Blue Chip, says: “This promotion will really inject some fun and excitement into the Household Towel category, not only by adding value with every pack, but also through recruiting younger families into the category and ultimately driving incremental volume.”

The release of the Incredibles 2 film sees Helen (voiced by Holly Hunter) being called on to help bring Supers back, while Bob (voice of Craig T. Nelson) navigates the day-to-day heroics of “normal” life at home. Meanwhile, a new villain hatches a brilliant and dangerous plot that only the Incredibles, working together, can overcome.

Consumers can enter on the microsite until 30^th November 2018. All valid entrants will be submitted into the prize draw for the holiday prize, the winner of which will be drawn on 3^rd December 2018.

The Plenty brand is owned by Essity, formerly part of SCA, the giant Swedish paper products group. Other Essity brands include Cushelle paper towels and the TENA range of personal hygiene products.

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Essity, the Swedish health and hygiene group, is backing its new Cushelle Quilted toilet paper variant, launched in January, with an integrated below-the-line campaign aimed at helping drive awareness and trial of the new variant – which is claimed to be the brand’s “most cushiony-soft toilet tissue ever”.

Cushelle Quilted was introduced into retail stores in the UK and Republic of Ireland in January 2018. The new campaign, which spans the full shopper journey, aims to increase penetration by reinforcing the product superiority and ‘Quiltiness’ by asking shoppers to test just how ‘Quilty’ the paper is for themselves.

The activity, created for Essity by Manchester-based marketing agency Blue Chip, includes a money back guarantee being promoted across selected shopper media to drive trial at the point of purchase. Additionally, a door drop and Automated Teller Machine (ATM) couponing will deliver the same message and a further incentive to purchase out of store.

The door drop, featuring the Cushelle brand character Kenny the Koala, will hit 4 million doormats across the UK in March, a week after a new Cushelle Quilted TV advertisement hits screens.

Lauren Roberts, Account Manager at Blue Chip, says: “This promotional activity carefully considered how we would convert shoppers to the new Quilted product. The money back guarantee is a proven trial driver, removing the risk of purchase and making it the perfect choice for this NPD. Driving penetration was also a key objective. By adding a door drop with two £1.00 money off coupons, we aim to further incentivise shoppers to try this new product for themselves.”

The money back guarantee will be valid in retailers including Asda UK, Waitrose UK, Co-op UK, Ocado UK, Morrisons UK, Tesco ROI, Dunnes ROI and SuperValu ROI.

Essity was formerly part of SCA, the giant Swedish paper products group. Its brands include a number that were bought from Procter & Gamble in 2007, when SCA acquired P&G’s European paper operations, including Charmin. While Charmin is still sold by P&G under that brand name in the US, SCA rebranded Charmin as Zewa in Germany and Cushelle in the UK.

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