• by Sarah Mahoney , 2 hours ago

Between Johnny Depp and Walton Goggins, brands are finding fresh ways to say, “Bah, Humbug.”

Casper’s new campaign -- a partnership with Paramount’s upcoming “Ebenezer,” starring Depp in the title role -- hinges on the theory that if Scrooge had only had a better mattress, he wouldn’t be such a grouch.

Torrie Belknap Leppla, Casper’s vice president of marketing, says the brand was thrilled when Paramount approached it about the tie-in.

“Scrooge is one of the most famously grumpy characters of all time, and we thought, ' What if it's just that he had a poor mattress and needed a good night's sleep?’ The connection was there, and the stories really worked together.”

She tells Marketing Daily that Casper, owned by Carpenter Co., is supporting the movie deal with a full campaign themed “The more you snooze, the less you Scrooge.” The 360-degree effort includes digital and social media, as well as an activation in New York next month, and a sweepstakes, giving fans the chance to win a private screening of the film in the winner's hometown.

Casper is also offering a “Humbug Hush Cap” as a gift with purchase.

And while mattresses might not seem like the most top-of-mind gift item for the holidays, Leppla says the company -- along with many other mattress brands -- does see considerable Black Friday traffic. Casper also sells plenty of more giftable items, including pillows, sheets and nightlights.

The goal of the effort, she says, is to find a more culturally relevant way to connect with people, with brand awareness and consideration as top priorities.

“We want consumers to remember Casper when they're ready to make a purchase, and this campaign also includes retail and promotional touchpoints that will create additional opportunities for engagement and sales as well.”

Besides, she adds, the campaign is one more way to encourage people to think of Casper as a brand that is “fun and playful but always grounded in helping people get better sleep.”

Walmart is welcoming spokesman Walton Goggins into the Scrooge-o-sphere with an elaborate reimagining of 1992’s “The Muppet Christmas Carol.” The 90-second “Walmart: A Who Knew? Carol” brings back plenty of old friends, like Kermit, Miss Piggy and the Great Gonzo, as well as new pals, like Stephanie Beatriz as his niece, and the delightful Pepé the King Prawn -- as well as a surprising number of gift ideas.

"'A Who Knew Carol' brings Walmart’s holiday campaign to life in a way that's playful, memorable and full of unexpected surprises all season long," says William White, Walmart’s CMO, in the announcement. "By pairing the enduring charm of The Muppets with Walton Goggins’ humor, we’re showing that Walmart can surprise customers with the brands, gifts, deals and convenience they need to make the season even more joyful."