ABOUT

Spider-Man is one of the jewels in the Sony release crown and they choose their partners carefully. We were tasked with finding a global partner who could not only deliver incredible visibility through a high volume on-pack promotion, but would support with a bold and truly engaging support campaign. We had to deliver a game-changer.

The journey started in November 2012, a year and a half out from release, when we met with the Danone Global team in Paris as part of a multi-brand meeting tour of the city. They were instantly engaged with Spider-Man, but there were many hurdles ahead of us. The business is a collection of regional and local brands such as Evian, Volvic, Font Vella, Hayat and many more and these brands have phenomenal local teams and marketing activity.

We needed to work with the global team to secure their individual buy-in to the partnership. Throughout the early Summer of 2013, we did just that and by Q3 we had commitment from over 20 markets. Each brand approached the property differently and needed to be supported individually.

The B&D design team were also enlisted to create a toolkit for several markets.