Campaigns That Are Better Than A Spoonful Of Sugar
The highly-anticipated and long-awaited sequel to the iconic Mary Poppins is finally in our midst, having swept into theaters just in time for the holidays. Extensive work went into promoting the film and its premiere was met with glee from eager audiences.
With the boundless imagination and creativity of the source material, just how did brands capitalize on this magical opportunity and soar above the rest? We'll tell you in this blog, where Hollywood Branded brings you the top brand partnerships with Mary Poppins Returns, in the most delightful way...
Chim Chim Cher-ee, Chim Chim Cher-oo...
... Here's a movie that's perfect for you! Or at least, perfect for viewers young and old heading into the holiday season brought to us by Disney. It's been a huge year for the House of Mouse from massive successes in the Marvel universe with Black Panther and Avengers: Infinity War, to more recently with the animated feature Wreck-It Ralph 2: Ralph Breaks the Internet, and they're looking to keep momentum heading into the new year with their retelling of a timeless classic.
The long-awaited sequel nearly fifty years in the making finds bank teller Michael Banks (Ben Whinshaw), now an adult with three children, learning that his house will be repossessed in five days unless he can pay back a loan. His only hope is to find a missing certificate that shows proof of valuable shares that his father left him years earlier. Just as all seems lost, Michael and his sister receive the surprise of a lifetime when Mary Poppins -- the beloved nanny from their childhood -- arrives to save the day and take the Banks family on a magical, fun-filled adventure.
Emily Blunt (A Quiet Place) takes on the iconic overcoat and umbrella in the larger than life nanny, Mary Poppins. In a subtle nod to Bert, played originally by Dick Van Dyke, the new adaptation has called upon the ultra-charismatic Lin-Manuel Miranda (Broadway's Hamilton) for the role of Mary's pal, Jack, a lamplighter and former apprentice to Bert. Rounding out the cast, the film will feature such talents of Angela Lansbury, Colin Firth (The King's Speech), and Meryl Streep set to play Mary's cousin, Topsy.
Mary Poppins Returns opened December 19th, and initial projections had the Disney darling batting their eyes at a $70MM in its opening week. With elaborate excitement and promotions built around the film, brands also brought their A-game in branded partnerships to further excite audiences. Given the ingenuity and creativity of Mary Poppins, brand partnerships also had to flex their muscles when it came to their campaigns, and in doing so, bring us some of the most brilliant co-promotions of the year. So, who made the list?
1. Subway
Starting off the list with a fresh campaign sure to appeal to all families alike, Walt Disney Studios partnered with Subway for a special promotion for Mary Poppins Returns release. The partnership included in-store promotion featuring co-branded signage at all Subway locations, as well as a TV slot that played nationally leading up to the film's release.
In store, free vouchers for free children's movie tickets to the film with purchase of Subway Fresh Fit for Kids meals, available only at Subway. The vouchers could be redeemed for a free movie ticket via Fandango, so the whole family can go to the movies for only tuppence a bag.
As a fun bonus, kids also received one of four collectible movie-inspired greeting cards, with a limit of four promo codes per household. The promotion will run from November 30th through January 7th, 2019, so make sure to stop by your local Subway today before the winds change and the offer is gone.
2. L’Oréal Paris
L’Oréal Paris and Walt Disney Studios partnered for a very special promotion for overseas markets, featuring a new line of special edition makeup inspired by the film, as well as a themed pop-up opening in Paris’ BHV Marais store.
Each lipstick featured six different shades consisting of classic reds, to cooler and warmer tones, along with custom packaging. Each shade displays a unique case design with golden silhouettes of Mary Poppins, and also had its own image inspired from such notable icons including the Kite, Mary’s Hat, and even the Penguins. For hardcore Poppins fans, there is also a gift box set -- just in time for the holidays.
In-store displays and co-branded signage could be found in retailers carrying L’Oréal Paris cosmetics are sold. Unfortunately, for North American consumers the Poppins pieces were available to buy only in-store in Italy. However, they can be found for purchase on Amazon as well!
3. Nissan
In partnership with Walt Disney Studios, Nissan North America promoted creative content that displayed the similarities with updating a classic, such as Mary Poppins, and the time-honored Nissan Altima. Together, old met new in a unique campaign with a focus on design and technology, as promoted in two TV Spots titled 'Design' and 'Technology' which ran across Nissan's social platforms as well as in-theaters with the movie's debut.
Nissan and Mary Poppins Returns | "Design"
Nissan and Mary Poppins Returns | "Technology"
Off-screen, Nissan had a presence in the heart of Hollywood at the Mary Poppins Returns Global Premiere. On the red carpet, Nissan earned themselves branding on the step-and-repeat as part of the branded backdrop, where the automaker's Execs walked in the stars footsteps while in attendance for the screening at TCL Chinese Theater, the same venue Mary Poppins debuted at back in 1964.
4. Pandora
Pandora and Walt Disney Studios teamed up to bring us a Mary Poppins Pandora collection in celebration of the film's theatrical release, with the creation of three unique charms inspired by Mary Poppins. The limited edition collection included two iconic items Mary Poppins is never seen without in her arsenal: her bag and umbrella.
The umbrella pendant is hand-painted and features a quartz based enamel, while the bag touts a beautiful clear cubic zirconia gem stones. The third charm in the collection comes as a brilliant combination of the two — a silhouette of Mary Poppins flying with both items in hand on Pandora's signature rounded charm, adorned with additional flower details.
Both Pandora and Disney co-promoted the partnership online with co-branded banners and digital advertisements, along with in-store promotional stands and signage in Pandora retailers both in and out of Disney parks. In addition, Pandora and Disney boosted their partnership via social media posts highlighting the exclusive collection collaboration in anticipation for the film's release.
Make Your Brand Supercalifragilisticexpialidocious!
Interested in learning about more brand partnerships with recent partnerships between brands and other blockbuster family movies? Check out these other blog posts we've written recently...
- An Inside Look At Indie Films And Brand Partnerships
- Brand Partnerships In Incredibles 2
- Top Brand Partnerships With Ralph Breaks The Internet
- Top Brand Partnerships With The Grinch
To learn about other trends in entertainment marketing, check out our free Brand Marketers Survey Results!
