Paddington Bear teams up with Marmite
13 September 2007
The Copyrights Group announced today that they have agreed a deal with Unilever Foods UK to use Paddington BearTM to promote Marmite. The agreement will see Paddington front a creative campaign for the savoury spread, that will run across all advertising media over the next 12 months.
Nicholas Durbridge, CEO of The Copyrights Group commented: “We knew this had great potential from the word go. The collaboration of two such iconic brands works effortlessly well and the timing of promotional activity couldn’t be better in terms of raising Paddington’s profile ahead of his 50th anniversary next year.”
The first phase of activity launches today with a TV ad campaign to launch the new squeezy Marmite packaging. Viewers will see Paddington Bear about to tuck into a marmalade sandwich when a bus drives past advertising squeezy Marmite spread, inspiring him to try a Marmite sandwich. Settling on Marmite and cheese, which he finds ‘really rather good’, Paddington proceeds to feed a piece of the sandwich to a pigeon that lands nearby. Playing on Marmite’s advertising catch line of ‘you either love it or hate it’, the bird hates the taste and flies off.
Cheryl Calverley, Marmite brand manager at Unilever UK Foods says: “We are really excited to be working with Paddington Bear. Both the Marmite brand and Paddington Bear are British institutions and have broad appeal, transcending generations. Both also bring back warm nostalgic childhood memories, what better way to inspire the nation to try something different.”
The squeezy Marmite commercial will be broadcast from today.
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About The Copyrights Group
The Copyrights Group Ltd was established in 1984 and has its headquarters in the UK with offices in Japan and Australia, and works with independent sales agents in the US and Continental Europe. The Copyrights Group is one of the world's leading independent licensing companies with a portfolio of classic characters, fine art and lifestyle brands including Peter Rabbit, Paddington Bear, The Snowman, Jacqueline Wilson, Flower Fairies, Rough Guides and Marie Claire.
Copyrights Notice for Images
Full copyright notice:
PADDINGTON BEAR™
© Paddington and Company 2007
Paddington Bear™, Paddington ™ and PB™
are trademarks of Paddington and Company Ltd
Visit the Paddington Bear website
Abbreviated copyright notice:
© P&Co Ltd 2007
For further Information contact:
Hannah Aspey
Energy PR
01993 823011
hannah@energypr.co.uk