Coke's clout helped enlist barrage of retail partners
Universal's "Battleship" is ready to set sail with the Coca-Cola Co., Subway and Kraft enlisting to serve as the actioner's primary promotional partners.
Combined with Chevron's ExtraMile convenience stores, Cisco, Hilton, Nestle Confections & Snacks, the U.S. Navy, and the USO, the marketers will spend $50 million on campaigns that tie in with "Battleship's" release in the U.S. on May 18.
Plans include TV spots; radio, print, online and in-store ads; in-theater promos; art on packaging; and live events.
Most of the companies' products are prominently featured in the film that's loosely based around the Hasbro boardgame.
Coke Zero is the focus of Coca-Cola's campaign and already has launched a "Battleship" TV spot that the film's director, Peter Berg, helmed.
The spot bowed during the NCAA Division I Men's Basketball Championship on CBS. Coke Zero is the official "fan refreshment" of the NCAA.
Although Coke Zero, a low-calorie brand that targets young males who don't want to drink Diet Coke, also backed Paramount and Skydance's "Mission: Impossible -- Ghost Protocol" in December, that campaign rolled out overseas, whereas Coke Zero's "Battleship" ads also play in the U.S., giving Universal more marketing firepower.
Coke also is helping to get "Battleship" in front of more moviegoers through its relationship with some of the film's other promo partners.
For example, Coke's clout helped entice retailers to build high-profile displays featuring Coke Zero alongside products from Kraft, including its Wheat Thins, Triscuit, Ritz Bitz, Chips Ahoy!, Swedish Fish and Sour Patch Kids -- especially leading up to Memorial Day in supermarkets. It will be the first time Coke Zero has launched a marketing effort around the holiday.
Coke's beverages also are served inside Subway restaurants, continuing its cross-promotion with other "Battleship" backers.
"It's very helpful to have Coke as an anchor because they're so strong at retail," said Stephanie Sperber, prexy of Universal Partnerships & Licensing, which brokered the brand deals. "It expands the reach of the film and our partners."
Combined with Chevron's ExtraMile convenience stores, Cisco, Hilton, Nestle Confections & Snacks, the U.S. Navy, and the USO, the marketers will spend $50 million on campaigns that tie in with "Battleship's" release in the U.S. on May 18.
Plans include TV spots; radio, print, online and in-store ads; in-theater promos; art on packaging; and live events.
Most of the companies' products are prominently featured in the film that's loosely based around the Hasbro boardgame.
Coke Zero is the focus of Coca-Cola's campaign and already has launched a "Battleship" TV spot that the film's director, Peter Berg, helmed.
The spot bowed during the NCAA Division I Men's Basketball Championship on CBS. Coke Zero is the official "fan refreshment" of the NCAA.
Although Coke Zero, a low-calorie brand that targets young males who don't want to drink Diet Coke, also backed Paramount and Skydance's "Mission: Impossible -- Ghost Protocol" in December, that campaign rolled out overseas, whereas Coke Zero's "Battleship" ads also play in the U.S., giving Universal more marketing firepower.
Coke also is helping to get "Battleship" in front of more moviegoers through its relationship with some of the film's other promo partners.
For example, Coke's clout helped entice retailers to build high-profile displays featuring Coke Zero alongside products from Kraft, including its Wheat Thins, Triscuit, Ritz Bitz, Chips Ahoy!, Swedish Fish and Sour Patch Kids -- especially leading up to Memorial Day in supermarkets. It will be the first time Coke Zero has launched a marketing effort around the holiday.
Coke's beverages also are served inside Subway restaurants, continuing its cross-promotion with other "Battleship" backers.
"It's very helpful to have Coke as an anchor because they're so strong at retail," said Stephanie Sperber, prexy of Universal Partnerships & Licensing, which brokered the brand deals. "It expands the reach of the film and our partners."
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