01 May 2008


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Carlton Film Promotions secures film tie-in for Soft & Gentle

Source : Carlton Film Promotions
Carlton Film Promotions has secured and implemented a promotional deal between Palmolive Soft & Gentle and Fox which will see a '2 for £3' campaign run across 700 Sainsbury's stores.

The tie-in gives Soft & Gentle use of exclusive film imagery from the upcoming film “What Happens in Vegas” staring Cameron Diaz and Ashton Kutcher, and will offer consumers an array of prizes from movie merchandise to a holiday in Las Vegas.

The in-store promotion will include in-line plinths, fins and pictorial barkers, running until 7 May 2008 and is expected to reach a footfall of 85 million over a 5-week period.

The retail activity aims to build brand awareness of Soft & Gentle and further drive its youthful feminine positioning in consumers' minds.

The activity complements Soft & Gentle's existing cinema campaign running with Carlton Screen Advertising.

Soft & Gentle ran a 20 second sponsorship credit under the 'Girls' Night Out at the Movies' heading at the start of 2008 which featured before all female films across Odeon and Cineworld sites nationwide.

Both the above and below the line activity has focused on romantic movies, in line with the target's movie preferences and in tune with Palmolive Soft & Gentle's tone of voice.

Carlton Film Promotions' John Ridley added, "Film Promotions are a powerful and captivating way to provide cut through in the in-store environment and this tie-in gives Soft & Gentle use of exclusive film imagery and for consumers offers an array of prizes from movie merchandise to a holiday to Vegas."

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