This Summer, Boots’ suncare brand Soltan will be partnering with Warner Bros and its upcoming film Barbie, to encourage families to stay sun-safe this summer. For nearly 64 years, Barbie has been synonymous with sun, scenery and convertibles - and she can often be seen with her sun cream to hand, making Barbie the perfect film partner for Soltan.
The partnership, brokered by cinema advertising contractor Pearl & Dean, is the first of its kind between Warner Bros and Boots, bringing together the magic of cinema, lifestyle and suncare.
Pete Markey, Chief Marketing Officer at Boots said: “We are delighted to collaborate with Warner Bros for the release of Barbie, as Barbie's influence on generations of fans is the perfect way to raise awareness of Soltan’s 5* UVA protection. What’s more, with our wide range of healthcare and beauty brands, Boots can help Barbie complete her beauty routine from head to toe. From SPF to summer essentials, we’ve got Barbie covered.”
The campaign, which will feature imagery and footage from director Greta Gerwig’s new film, will be promoted with a 30” spot created by Pearl & Dean Productions. Running exclusively across P&D cinemas, in the lead up to the release of Barbie, the creative has been designed to encourage families to protect their skin during outdoor activities throughout the summer.
As well as this, the campaign will be promoted widely on other channels including digital screens, window posters, email banners, in-app, boots.com, Youtube and print advertising.
John Ridley, Film Partnership Consultant at Pearl & Dean said: “For more than half a century, Barbie has been a positive influence for young people to aspire to be anyone they want. We couldn't be more excited to land this media-first partnership between Warner Bros and Boots this summer and hope that with Barbie’s help, more people will be encouraged to take care of themselves in the sun.”
As part of the campaign, Warner Bros and Boots will also be offering one lucky Barbie fan the chance to win two tickets to fly to Los Angeles, where they can get a taste of Barbie’s lifestyle – soaking up the sun, California sea air and living the Hollywood dream. The competition also includes airport transfers and a four-night stay for two people with breakfast in a hotel in the heart of Hollywood. It will be promoted across social channels and will run from 19th July until 9th August.