TKT Sydney has made a $4.5 million dollar deal with Deadpool. The catch? He needs to start plugging V.
TKT Sydney has launched a new campaign for its client, V Energy, partnering its ongoing 'massive hit that improves you a bit' campaign with Marvel's upcoming film, Deadpool 2.
The campaign builds upon the long-standing relationship between V Energy and 20th Century Fox and is set to be the biggest campaign yet, with a $4.5M national spend across OOH and digital.
Significant in-store investment will include on-pack promotion alongside 12.5 million limited edition packs, including a standalone Deadpool flavour.
The character of Deadpool will act as a 'spokesperson' for the brand, leveraging on the 'improves you a bit' mantra, while targeting the 18-24 demographic.
“Gaining the attention of the 18-24 key target is an increasingly problematic thing for brands to do. Partnering with a movie character that they love is a great way to get noticed. The trick is finding the right balance between movie character and brand, which I think we’ve done,” V brand manager Chris Henbrey says.
