With Unilever leading the marketing trail!

Pond’s is partnering with Universal Studios in an extensive marketing campaign to promote its Clean Sweep makeup removal towelettes in conjunction with the launch of Mamma Mia in movie theaters. Although the brand will not actually be integrated into the film, Pond’s is linking with every other aspect of the movie’s marketing.

AdAge explains, “The effort includes an online contest to vote for the next top singing Dynamo and a sweepstakes for a trip to the film’s London premiere. The company is also touting Ms. Baranski, the film’s 56-year-old co-star, as the ideal Pond’s woman with a career thriving well past her 40s.”

Check out the contests here!

Why partner with this movie? The same target! Both Pond’s and the movie are primarily targeting an audience is 40 something, sexy, sassy, confident women.

Will this marketing tactic be effective for Pond’s?

Do you think marketing with Mamma Mia will be beneficial even without any product integration in the movie?

Source: AdAge

Article Tags: Advertising | Movies | product integration | TalentZoo
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