Unilever links with Shrek 2 for ice-cream brands

by Emily Rogers, Marketing 23-Jun-04

Unilever has become the latest firm to buy into forthcoming Dreamworks animation Shrek 2, with its first pan-European film promotion around its children's ice-cream brands.

The multimillion-pound campaign, which will run over the summer, will cover major brands including Calippo, Feast and Twister.

The Puzzle Mania promotion will run across 17 impulse brands and 16 multipack brands in 11 European countries, including the UK. The products will offer one of six Shrek-branded picture-card puzzles, designed to encourage children to collect the range. On-pack flashes will highlight the promotion.

Visual jokes from the film and partial images of Shrek characters will be printed on both sides of lolly sticks. By collecting three, children can piece together the complete image. Creative is by promotional marketing agency The Marketing Store.

Shrek 2, which will be screened from 25 June in the UK, was chosen as a licensing partner due to its appeal to the target audience of three- to 10-year-olds, as well as for its resonance with adults.