• by Danielle Oster , September 25, 2023

ShineWater promotes itself as “the only ready to drink beverage on the market that provides 100% of your daily dose of Vitamin D" -- which is sometimes called “the sunshine vitamin.”

Trolls are well-known for their aversion to sunlight. That could make ShineWater’s partnership with DreamWorks to promote the latest installment in the “Trolls”franchise an unlikely pairing -- or a perfect one, depending on your perspective (who needs a Vitamin D supplement more than the perpetually sun-avoidant?).

“At ShineWater, our mission since inception has been to address micro-nutrient deficiencies by delivering meaningful amounts of the vitamins our bodies need most. We strive to make it easy for our fans, from busy parents who have a hard time staying hydrated to their children who always ask for a sip,” ShineWater CMO Ryan Coon said in a statement. “Our partnership with DreamWorks Animation’s Trolls Band Together was the natural next step for our brand to continue educating consumers of all ages on the importance of hydration and Vitamin D.”

The collaboration will see ShineWater release a series of limited-edition cans featuring “Trolls” characters this fall ahead of the Nov. 17 release of “Trolls Band Together” -- the third installment in DreamWorks’ franchise based on the line of toys created by Danish woodcutter Thomas Dam. ShineWater is also introducing its new Tropical Lemonade flavor in the limited-edition format. “Trolls” characters will also be featured on ShineWater’s kid-friendly pouches.

To promote the collaboration, ShineWater is also releasing custom branded shippers and point-of-sale marketing elements at participating retailers. Marketing efforts also include consumer sweepstakes, digital billboards in select markets, and digital, social, and influencer marketing campaigns.