All Detergent Expands Peanuts Campaign

All laundry detergent is launching a new television commercial featuring the iconic Peanuts characters reimagined in modern day computer generated imagery (CGI) by Blue Sky Studios. The spot is a continuation of the partnership between the laundry brand and the Peanuts Gang, and ahead of the highly anticipated Peanuts Movie due in movie theaters in early November. The campaign will include a national consumer promotion that will run online and in-store with multiple retailers across the U.S.
 
This commercial and promotion follow the initial launch this year of an integrated campaign featuring the world’s most famous dirty kid, Pig Pen, and Charlie Brown, Lucy, Linus and Snoopy in the brand’s national television, print, digital advertisements, social activations, and public relations programs.
 
“We could not be happier with our Peanuts partnership, and this next phase of the campaign is particularly exciting as the premiere of the movie gets closer,” said Lora Van Velsor, vice president marketing. “
 
The TV campaign consists of a 15-second spot and 30-second long-form video showcasing all laundry’s ability to fight tough kid stains. In a special appearance as “The Great Houdini”, Snoopy demonstrates the stain-lifting power of alllaundry detergent on Pig-Pen, transforming him into a clean kid.

Here's the 30-second spot:
 
The national consumer promotion that runs through Nov. 15 will offer consumers $5 off one ticket to The Peanuts Movie with the purchase of $10 worth of any all laundry products in one transaction.
 
In addition, retail partner Target will also support the campaign by providing consumers with custom, “Peanuts all-o-ween”-themed pumpkin carving stencils. These exclusive stencils will be available online at Target.com/alloween for a limited time.
 
Consumers are encouraged to share their Peanuts pumpkin creations on social media with hashtags #peanutsmoviepumpkin and #ad for a chance to receive an all® laundry coupon.
 
Retail partners Albertsons and its various banners will also be supporting the campaign by offering consumers who buy three participating products, including any all® laundry products, a free Peanuts themed Trick or Treat bag at check out.