Building on the success of the film release of Pirates of the Caribbean: Dead Man's Chest, Disney looked to drive awareness of the DVD release through an experiential marketing format in addition to their traditional forms of PR and media. Heinz, a leading premium soup brand looked to support two new NPD lines available in the chosen trade partner.
The promotion was designed to support the launch of both the Disney DVD release and Heinz NPD with trade partners in order to drive trial, awareness and aid sell through.
The central function of this campaign was to drive awareness of the DVD launch of Pirates of the Caribbean: Dead Man's Chest, maximise sales across all retail and trade partners and increase trial and awareness of Heinz NPD on an off trade.
