Classic brand Popeye has been enjoying a raised profile across Europe this summer, following a campaign for the Fiat Iveco ECO van.
The promotion launched in June at a special event in the Olympic Stadium, Turin. Its major part is through dealers, at trade show, on the web and, shortly, consumer radio ads in Italy and France.
Incentive products including Popeye ECO ties, pins, shirts and caps are being distributed to the dealers.
The campaign is another boost for the classic brand, which has also been reaping the rewards of a dedicated apparel programme, with Allsorts Licensing reporting success in the likes of Next, New Look, Tesco, Dunnes and Asda.
There are currently seven UK apparel licensees. In addition, partners are also in place for gaming machines, entertainment plush and dress up.