05.01.15
Sun Products’ All laundry detergent is teaming up with the Peanuts Gang on a multi-year, integrated campaign. The centerpiece of the partnership is a new TV spot with the world’s most famous dirty kid, Pig-Pen, and other members of the Peanuts gang including Charlie Brown, Lucy, Linus and Snoopy—all of whom are portrayed by real kids for the first time ever in a television commercial.
The campaign—which includes national television and a social campaign with an interactive Buzzfeed program—will ramp up with the September release of the new The Peanuts Movie in which Fox/Blue Sky Studios has re-imagined the Peanuts characters in modern day computer-generated imagery (CGI). The detergent brand will also shift to CGI with dedicated content developed in partnership with Fox/Blue Sky.
The partnership is also being used to launch new product innovations, including All Radiant, which restores whites and protects colors and two new sensitive skin products—All Free Clear Oxi Might Pacs and All Oxi laundry booster for sensitive skin.
“All skews more toward households with kids than any other laundry brand, so our connection with Peanuts is a natural fit,” said Lora Van Velsor, vice president marketing for All.
The campaign—which includes national television and a social campaign with an interactive Buzzfeed program—will ramp up with the September release of the new The Peanuts Movie in which Fox/Blue Sky Studios has re-imagined the Peanuts characters in modern day computer-generated imagery (CGI). The detergent brand will also shift to CGI with dedicated content developed in partnership with Fox/Blue Sky.
The partnership is also being used to launch new product innovations, including All Radiant, which restores whites and protects colors and two new sensitive skin products—All Free Clear Oxi Might Pacs and All Oxi laundry booster for sensitive skin.
“All skews more toward households with kids than any other laundry brand, so our connection with Peanuts is a natural fit,” said Lora Van Velsor, vice president marketing for All.