Partnership:

THE GRINCH and 23andMe

Description:
Universal Pictures teamed with 23andMe to promote the theatrical release of THE GRINCH. The partnership consisted of 23andMe releasing the Grinch's DNA test results on the 23andMe website. The results jokingly stated that the Grinch is, according to his genetic profile, unlikely to have a fear of heights but likely to drink lots of caffeine, prefer salty to sweet foods and be lactose intolerant. There was also a commercial in which the Grinch, over the course of 30 seconds, comes to appreciate 23andMe's insights into his habits and tendencies.
Partnership Opportunity:
THE GRINCH/Theatrical
Company:
Universal Pictures
Partner/Category:
23andMe /Other
Timing:
November 4th Quarter 2018
Target:
Male
Female
Family
Adults
Promotional Elements:
Branded Content
Media Elements:
Online
TV Spot
Created On:
2020-11-30
Last Modified on:
2018-11-08
Companies Involved
Tuck

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