Disney has embarked on its first ever promotional campaign with high street retailer Boots for a Finding Dory sunscreen initiative.
The campaign sees the hero of the new Pixar title link up with Boots’ sun care brand Soltan for a series of promotional window displays across the retailer’s 695 stores in the UK.
The deal also includes free-standing display units in 400 stores and in-store audio creative in 330 stores, while an ongoing offer will offer a free Finding Dory beach ball to customers purchasing two Soltan products.
The activity is complemented by a takeover of the Boots homepage for four days and banners on the sun care page until the end of August.
Finding Dory, the sequel to 2003’s Finding Nemo will be released across the UK on July 29th. The movie has already got off to a stellar start, achieving the biigest opening weekend for an animated film in the US.
“Combining the fantastic creative of Finding Dory with such a strong, recognisable high-street brand such as Boots Soltan is another great example of the kind of creative campaigns Disney can offer big brand partners,” said Anna Hill, chief marketing officer of The Walt Disney Company UK and Ireland.
Andy Gibson, SVP and chief marketing officer of global brands at Walgreens Boots Alliance, added: “Working with Disney has given us the opportunity to further engage our customers with their really eye-catching Finding Dory promotional material and ensure kids and parents stay safe in the sun.
“The release of Finding Dory marks our first film partnership with one of our own brands, which is closely aligned with our message of having a summer of unforgettable fun knowing you and your kids are fully protected.”