Nivea Sun sponsors hit Disney Junior show

Nivea Sun has teamed up for the first time with Disney Junior's hit show 'Jake and the Never Land Pirates' to create an interactive campaign that promotes kids' sun protection.

Nivea Sun: sponsors Disney kids' show
Nivea Sun: sponsors Disney kids' show

As part of the campaign, and to coincide with the upcoming Easter holidays, Nivea Sun is sponsoring a 'Jake’s All Aboard Easter' season. Episodes of 'Jake and the Never Land Pirates' will screen back-to-back throughout the Easter period on Disney Junior.

There will also be a co-branded on-air competition to drive consumers to the Nivea Sun microsite, which will feature a competition page and a branded 'Jake and the Never Land Pirates' game for parents and children to play together.

Carat conceived and managed the initiative on behalf of Nivea Sun and negotiated the package with Disneymedia+, the ad sales and promotions division of Disney in the UK.

Carat has also secured Nivea Sun a short-term promotional licence agreement with Disney that will allow it to use 'Jake and the Never Land Pirates' in its own communications to drive further awareness of the initiative.

The campaign went live this week on Disney Junior with a second burst of sponsorship activity around 'Jake and the Never Land Pirates' programming scheduled for the summer holidays.

Hannah Caine, account manager for Carat, said: "The strategic tie-in we have created for Nivea Sun and Disney Junior has resulted in a highly interactive campaign than spans both of the brand's touch points and provides a more meaningful message that will help Nivea Sun cut through the clutter of sun-care ads this summer and redefines the boundaries of what sponsorship can deliver."

Nivea recently launched a £1m TV ad campaign for its Nivea For Men Sensitive range.

Follow Nick Batten on Twitter @NickBatten2

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up

Waitrose has joined forces with Channel 4 and produced a Saturday morning lifestyle and cookery programme called 'Weekend Kitchen with Waitrose', with TV presenters Lisa Snowdon and Steve Jones signed up to front it.

Share
Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

Newspaper ABCs: Guardian smashes through 100m browsers in March 2014

The Guardian reached more than 100 million monthly unique browsers for the first time in March, according to Audit Bureau of Circulations figures published today.

Share
Toyota achieves the impossible by calming angry Roman drivers

Toyota achieves the impossible by calming angry Roman drivers

Italians swearing and shouting while sitting behind the wheels of their cars and negotiating the busy streets of Rome could become a thing of the past if they all start driving Toyota's Hybrid vehicles, implies a short film for the car brand.

Share

Get news by email