Partnership:

SECOND ACT and Pine-Sol

Description:
Pine-Sol® partnered up with the theatrical release of SECOND ACT because they are all about celebrating the "doers" - the people with heart and hustle that empower them to transform, their way. Given the film's storyline, the partnership allowed Pine-Sol to further spread that message. The program included a GWP program at Target and Sam's Club giving consumers $5 off a Fandango movie ticket to see SECOND ACT in theaters with the purchase of two 100 oz. bottles of Pine-Sol® Multi-Surface Cleaner. Pine-Sol also sponsored segments on "THE REAL" during an episode featuring interview footage from the film's junket where the hosts of the show were able to meet with stars Jennifer Lopez, Leah Remini, Vanessa Hudgens, and Milo Ventimiglia, as well as Director Peter Segal. The partnership with the show allowed Pine-Sol to further highlight the connective tissue of the "heart and hustle" of Pine-Sol consumers and similar themes in the film. Additionally, Pine-Sol sponsored a segment with Univision's "Despierta America" featuring ties to the film. The program was also supported with an influencer overlay, digital and social support, a dedicated landing page and more.
Partnership Opportunity:
SECOND ACT/Theatrical
Company:
STX Entertainment
Partner/Category:
Pine-Sol /Household
Timing:
December 4th Quarter 2018
Target:
Female
Adults 18-24
Adults 25-34
Adults 35-44
Adults 45-54
Adults
Promotional Elements:
Other
Media Elements:
Created On:
2020-11-30
Last Modified on:
2018-12-19
Companies Involved
STX Entertainment
Stephanie C
Stephanie C VP, Partnerships Allied Global Marketing
Tuck

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