Fruit juice and smoothie brand Sunmagic, is launching a two-week radio ad campaign with Global Radio’s 95.8 Capital FM, to support its exclusive soft drinks partnership with How to Train Your Dragon 2, the family blockbuster from DreamWorks Animation which is being released in the UK amp; Ireland on July 13.
Commencing on 4 July, the two-week campaign will encourage Capital FM’s two million listeners to watch How to Train Your Dragon 2, while also making them aware of Sunmagic’s new lightly sparkling sports-cap products: Sunmagic Lightly Sparkling Apple amp; Cranberry, and Peach amp; Melon, Juice Drinks.
The Sunmagic radio activity coincides with a media campaign by Twentieth Century Fox to promote the theatrical release of How to Train Your Dragon 2 which will include TV, press and online advertising targeting both kids and adults of all ages as well as outdoor media. Sunmagic is also supporting the partnership through a series of adverts within the consumer press, including the top-selling TV titles and major women’s weeklies.
The How to Train Your Dragon 2 partnership is being promoted on-pack across a number of Sunmagic packs, with an on-pack promotion for consumers to win a trip to Dubai.
Sunmagic recently won new listings with Hancock’s, Bestway Group and Dhamecha.