I’ve been doing movie tie-in promotions for most of my career, so I have to admit that I have a soft spot for them. I just love seeing how a brand can tie its equity to the essence of a movie.
Johnson & Johnson Baby Products with Disney. Been there. Spider Man with Kellogg’s. Done that.
Which is why I’ve been loving watching the roll out of merchandise tie-ins for the new movie Trolls. The film is all over the place from food to furnishings to clothing to accessories to beauty care.
And even paint. Yes, paint.
True Value Hardware is running a promotion for paint that’s been inspired by the True Colors of the Trolls movie. I’ve personally never noticed the paint selection at True Value, but perhaps I’ve misunderstood. And perhaps that's the point of this promotion: to raise awareness of the selection of quality paints at True Value. Score! This promotion is clever and creative, putting the brand squarely in the colorful world of coloring your world...helping them show their true colors if you will.
And I just love the retail display, captured by my smartphone.
What’s your experience? JIM
PS - Just for fun, the True Colors theme song from the movie. Those of us who have been around long enough will recognize the lyric. A little something for everyone, I suppose.