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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Persil UK has been encouraging families in London to get outdoors and active to celebrate the 10th anniversary of the launch of the brand’s ‘Dirt is Good’ marketing platform with ‘Get Out Here’, a Digital Out Of Home (DOOH) activation delivering content triggered by the weather in real-time.

Running on Ocean’s full motion Eat Street screen at Westfield London, the campaign uses live weather data to trigger video content allowing the display to show current temperatures, weather conditions and the walking distance to Holland Park, their nearest source of outdoor fun.

Families can connect to the screen’s Wi-Fi to access a map and directions to the park, which is a short walk from the shopping centre.

Get Out Here reflects Persil’s commitment to get families outdoors and embrace dirt. The brand cites consumer research which reveals that dogs are five times more likely to be taken out to the park than children – and that only one in three kids has ever climbed a tree.

Created by MullenLowe London, Get Out Here was one of the commercial winners of Ocean Outdoor’s eighth annual digital creative competition, which aims to reward great creative concepts that push the boundaries of digital out of home (DOOH) advertising.

Video footage on the screen will also include a dynamic count of fun activities families can enjoy in the 22.5 hectare park, including the number of birds to count, muddy puddles to jump in and snowmen to build.

The idea is that families will break out of the urban jungle to experience the freedom of the real outdoors like kids used to, playing on Persil’s 10th anniversary of “Dirt is Good.” The campaign broke on March 1st 2018 and runs for two weeks.

Jennifer King, Senior Brand Manager for Persil UK, says: “Families love getting outdoors but we know that life can get in the way. This is an innovative way to nudge us all to embrace the outdoors and make more happy memories.”

Alex Okada, Global Executive Creative Director for Dirt is Good, adds: “Sometimes we are so immersed in our busy lives, distracted by the always on digital world that we don’t stop to think how close and accessible nature is to us. The idea is to use technology and data in order to remind and inspire people to enjoy the outdoors. Not having enough time outdoors is not a only problem for kids, but also a problem for all of us.”

Ocean Outdoor head of marketing Helen Haines comments: “Get Out Here is a really simple idea that actually works in all sorts of environments and out of home locations. It’s a fun execution and a wonderful way to encourage more families to go play and get messy. That’s why it was chosen as an Ocean competition winner.”

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Bacofoil ran its first experiential pop-up experiential pop-up at November’s Cake & Bake Show, the UK’s biggest baking event, to challenge consumer perceptions of the brand. The brand teamed up with Bake Off 2016 quarter-finalist Benjamina Ebuehi, who ran demonstrations showcasing how Bacofoil enhances her baking.

Consumers traditionally view Bacofoil is as a trustworthy and great quality brand, used by those who know their way around the kitchen; but Bacofoil wants to move that along and be seen as the reliable helper for all kinds of kitchen jobs, for all people, of all ages.

LIFE Agency was appointed by Bacofoil to create and implement the experience, with staff provided by Elevate Staffing.

The objectives of the campaign were to drive awareness of the Bacofoil range, communicate USPs and product benefits, and engage with consumers to increase dwell time on the stand for them to build a positive relationship with the brand.

The pop-up experience had three zones:

• The Pantry – a retail zone pre-merchandised with Bacofoil bundles.
• Around the table – an interactive zone with prepared pre-cut sheets of Baking Paper to demonstrate the non-stick quality of the structured product. Guests were invited to feel the paper, guess how many dimples were on a 10m roll and provide an answer to enter a prize draw to win great prizes.
• The Kitchen – a demonstration zone where visitors gathered around a horseshoe-shaped table to find out more about the Bacofoil brand and product benefits. Three demonstrations were run daily, covering a range of topics.

Brand ambassadors embodied Bacofoil’s ‘friend in the kitchen’ proposition and encouraged visitors to enter a competition, with data collected via iPads.

Over the four days of the show, the stand featured 12 live demonstrations and 3,000 samples handed out to visitors. There were 41,300 attendees on to the Bacofoil stand, more than a third higher than target.

LIFE is an award-winning 10-year-old full service creative agency with clients including Coca-Cola European Partners, Whitbread, Dr. Oetker, Carlsberg, Moët Hennessy, Taylors of Harrogate, Birds Eye and Whitbread. It is part of Communisis PLC.

Elevate Staffing offers bespoke staffing solutions and marketing activations across the UK, EU and US. Agency clients include Havas, LIFE, A Little Bird, IMG, 3 Monkeys Zeno, and Jack Morton and Live, and direct brand clients include Oculus, Facebook, Monster, Coca-Cola, and Soap & Glory.

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Procter & Gamble-owned toilet paper brand Charmin offered New Yorkers their own private and personal toilet facilities last week, with the launch of Charmin Van-GO, the first-ever on-demand mobile bathroom service.

With US actor Anthony Anderson, star of popular sit-com black-ish, onboard, the Charmin Van-GO will travel through some of NYC’s busiest neighborhoods to bring bathrooms to those in need, while surprising and delighting people with bathroom humour along the route.

New Yorkers in select NYC neighbourhoods were invited to go online to CharminVanGo.com and follow simple directions to request a visit from the Charmin Van-GO. With just a few clicks, they could ask for a totally private and super clean bathroom to visit the location they requested. They could also download electronic coupons for money-off their next purchase of Charmin.

The experiential marketing activation was piloted on June 21 and June 22

“At Charmin, we’re always looking to bring people the best bathroom experience, both at home with our tissue and in new and unexpected ways,” said Janette Yauch, Associate Brand Director, Charmin. “With the Charmin Van-GO, we are providing one of the largest, most-trafficked cities in the world a new way to Enjoy the Go… on the go.”

The on-demand bathroom service was available from 8.00 a.m. to 5.00 p.m., Eastern Daylight Time in New York City neighbourhoods including: Columbus Circle, Lincoln Center, Herald Square, Rockefeller Plaza, Bryant Park, Union Square and the High Line Elevated Park.

Charmin was launched in 1928 by the Hoberg Paper Company of Wisconsin. Hoberg changed its name to Charmin Paper Company in 1950 before bought by P&G in 1957. P&G sold the rights to the brand in Europe to SCA in 2008 and SCA changed the name to Cushelle.

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Energizer has partnered with Volt electric bikes for a new promotion for its Energizer EcoAdvanced batteries, offering the chance to win one of 15 Volt cycles worth £1,500 each.

Launching on June 8 and running for three months, the on-pack prize promotion is giving away five e-bikes each month. To enter, consumers have to buy a promotional pack of Energizer EcoAdvanced batteries, go online to the promotional website, energizer.eu/uk/summer-promotion/, and enter their details and the last six digits or the product’s barcode.

Stuart Picton, brand marketing for Energizer, said: “We are delighted to be partnering with Volt to offer E-bikes to Energizer EcoAdvanced shoppers. The promotion is designed to remind consumers of the longer lasting performance of Energizer EcoAdvanced batteries whilst at the same time promoting environmental sustainability and innovation, key values of the Energizer brand.”

Energizer is supporting the promotion with in-store displays and point of sale material for retailers.

Launched in 2015, Energizer EcoAdvanced is a long lasting AA/AAA alkaline battery made with 4% recycled batteries The environmental sustainability element provides a natural fit for E-bikes, Energizer says.

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Iconic UK rubber gloves brand Marigold is celebrating its 70th anniversary with its first-ever national on-pack promotion, offering a free gift with every promotional pack.

Every purchase of a pack of Marigold Extra Life Kitchen gloves entitles the shopper to claim a gift; to find out what they have won, they need to visit the promotional site, freegift.marigold.co.uk, and enter a unique code from the pink promotional sticker on-pack. Gifts on offer include five spa days for two, worth £400, 1,000 manicures, 43,000 Nails Inc nail polishes and just under two million three month memberships to the Fabyouless Card scheme  offering 25% or 2-for-1 discounts at salons, spas and gyms nationwide.

The promotional period opened on March 1st 2017 and claims can be made until June 30th, although Marigold is advising consumers promotional packs will be most widely available from March until May.

The promotion was created for brand owner Freudenberg HP by Manchester-based promotional marketing agency Zeal Creative. Freudenberg and Zeal won a Gold trophy in the IPM Awards 2016 for the Vileda Cinderella Magical Mops promotion.

Marigold has also commissioned a social historian, Seren Evans-Charrington, to look at how cleaning has evolved since 1947 as part of the campaign.

Marigold product manager, Laura Burrows, says: “We’re very proud of our heritage from our launch in Gloucester in 1947 with our first gloves, to where we are today with a wide-range of products used by generations, making Marigold a household name across the country. We wanted to celebrate this anniversary by looking back at how things have changed in cleaning over those 70 years. We’re rolling out the main elements of the research to media across the year and we’ve launched our first ever national on-pack promotion to celebrate the anniversary.”

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