Brands line up for Get Smart
Warner Bros. has signed on a number of big-name brands as cross-promotional partners for Get Smart , the studio’s big-screen adaptation of the classic TV show.
Pepsi’s Sierra Mist brand has created a custom flavor dubbed “Undercover Orange” with packaging featuring the movie’s stars. In-store signage and TV spots starring The Rock, who co-stars in the movie.
Subway is also on board with TV commercials, an online game and a sweepstakes giving away the car driven by Maxwell Smart in the movie. The sandwich chain also has some placement in the movie, with Smart eating Subway subs in his attempt to lose weight.
Swiss Army - yes that Swiss Army - will have some in-store signs and print ads running to support the movie. The company’s famous knife is featured prominently in the movie.
Vespa and QVC also have promotional deals in place, though their roles are not described in the story. Anheuser-Busch is as well, but due to the fact that they’re a client of my day job agency I’m not going to go into detail there.
The movie is going to be up against some stiff promotional competition as other releases sign their own bundle of marketing partners. Warner Bros. says it went for quality of brands, especially brands that were relevant to the movie itself, instead of going crazy and signing everyone around.
Thanks to reader Anders for tipping me off about the appearance of Sierra Mist bottles, which led me to the larger story.
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