All Detergent is partnering with the Peanuts gang for a multi-year, integrated campaign.
The effort includes a national TV spot featuring Pig-Pen and the Peanuts gang — Charlie Brown, Lucy, Linus and Snoopy — all portrayed by real kids. The campaign also includes print, digital, social activation, retail, consumer promotions and public relations.
“The Peanuts Movie” premieres Nov 6, which coincides with new product innovations from the All, including All Radiant, which restores whites and protects colors.
Demographically, the detergent brand and cartoon are well suited. All skews more toward households with kids than any other laundry brand, says Lora Van Velsor, vice president marketing for All, which is manufactured by The Sun Products Corp.
“We love the diversity of the Peanuts gang and we’ve got a product for all of them — be it All Oxi for Pig-Pen’s dirty messes, or All free clear to be sure Linus’s blanket is clean and soft against his sensitive skin,” Van Velsor says in a release.
The 15-second and 30-second versions of the TV spots will air across prime time (ABC, NBC), daytime ( ABC, CBS, NBC), mass cable (TV Land, TNT, Nick at Night, Ion, VH-1), woman’s lifestyle (Hallmark Channel, Bravo, Lifetime Networks, Hallmark Movie Channel) and family (ABC Family, Nick, Uplifting Entertainment, Nick Jr.)
A “Meet the Gang” social campaign will include an interactive BuzzFeed program and (in the spirit of Pigpen) a search for the ‘World’s Dirtiest Kid’ — with content deployed across Facebook, Twitter, Instagram and YouTube.
Print includes a national newspaper insert, as well as ads in People, Better Homes and Gardens, Dr. Oz, Parents and Women’s Day.
In September, the partnership will kick into high gear during the promotion period before the movie’s release. Support includesa co-branded national television CGI spot, social, national print, retail activation and a national consumer promotion offering ticket discounts with purchase of participating All products.