Turtle Wax ‘over the moon’ with film promotion deal

Turtle Wax, leading manufacturer of car care products, has teamed up with Paramount Pictures UK to promote the release of the latest film in the Transformers series, Transformers: Dark of the Moon, set to hit screens in the UK on 1st July 2011.

The deal, which involves an on-pack promotion, launches exclusively in Halfords, on Tuesday 24th May and forms a key part of Turtle Wax’s 2011 marcomms strategy to heighten its brand awareness and widen the appeal of its car care products within the UK.

The on-pack promotion spans across three ranges, Essentials, Extreme and ICE and dependent on the price point of the product they buy, consumers will receive one or two free cinema tickets per pack purchase.

Between Tuesday 24th May and Monday 22nd August 2011, specially branded range packs, all of which contain artwork from the film, will be available exclusively at Halfords.com and 408 stores nationwide.

Andrew Freeman, European marketing director at Turtle Wax, said: “This is the first time, within the UK, that we’ve taken the decision to create links with such a well-known film franchise.

“We’re always looking for new ways in which to engage with our target market and recognising that the Transformers series has a massive following, a large proportion of which is made up of our key audience group, it seemed a positive partnership for us to develop alongside Halfords.

“There are also clear synergies between our product and the film itself, given the transformation of cars to robots in the film and the transformation of a cars’ appearance, after using Turtle Wax products.

“We believe this is a strong promotional offering and hope that both our existing and future customers will enjoy both the products and the cinema tickets.”