April 9, 2015

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all Laundry Teams up with Peanuts to Become the Official Detergent of the World's Most Famous Dirty Kid

all®, America’s trusted premium laundry brand, is partnering with the Peanuts Gang, on a multi-year, integrated campaign. The centerpiece of the campaign is a TV spot featuring Pig-Pen and the other members of the Peanuts gang – Charlie Brown, Lucy, Linus and Snoopy of course – all portrayed by real kids.

With the much-anticipated Peanuts Movie (a 3D CGI “adventure in theaters” and the first new feature film in 35 years) premiering Nov 6, and new product innovations coming from the brand, the partnership will excite consumers and drive retail sales in the highly competitive laundry category.

The brands are a good marketing match – well-known, all about kids and with strong roots in the American psyche.  ‘all is a leader in the premium laundry detergent segment and skews more towards households with kids than any other laundry brand.  The Peanuts gang has 96% brand awareness with moms, a daily readership of 45 million and a massive one billion impressions social media reach.  (Snoopy is the #1 shared character on Facebook.)

The partnership kicks off this week and features national television and print, digital; social activation; retail; consumer promotions; and public relations, including:
  •  :15 and :30 TV spots (the live action portrayals) airing across primetime (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.)
  • Engaging UGC-focused “Meet the Gang” social campaign with 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.
  • A national newspaper FSI, and print ads in People, BH & G, Dr. Oz, Parents and Women’s Day
In Sept, the partnership will kick into high gear behind the release of The Blockbuster Peanuts Movie.  Fox/Blue Sky Studios has reimagined these beloved characters in modern day CGI.  During this promotion period, ‘all will also shift to CGI with dedicated content developed in partnership with Fox/Blue Sky.  Support includes a co-branded national television CGI spot, social, national print, retail activation and a national consumer promotion ($ off movie tickets for purchase of participating ‘all products).

The partnership is just one of the initiatives ‘all has in store for 2015 to continue the share growth it drove in 2014*.   The brand is also launching  exciting new product innovation including ‘all Radiant®, a groundbreaking solution to the challenge of keeping clothes looking bright and new over time; as well as new products from the ‘all Free Clear® the #1 Recommended Brand for Sensitive Skin.