Cocktail partnership to promote Reading for Life
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Cocktail Marketing product story
Edited by the Marketingweek Marketplace editorial team
Mar 24, 2009
Cocktail Marketing has created a brand partnership between Robert Wiseman Dairies and Walker Books to promote Reading for Life.
Reading for Life is a campaign developed from the legacy of 2008's National Year of Reading, and is an ongoing commitment to communicating the importance of reading through specific endeavours that reach key target audiences, and by supporting local services working with them.
The partnership sees Robert Wiseman Dairies promoting Reading for Life messaging through the Where's Wally character, along with a competition to win sets of Where's Wally books.
The partnership and competition will be communicated across three million packs of 500ml and 1 litre whole- and semi-skimmed milk cartons in key convenience retailers and via door drop.
Robert Wiseman Dairies has a high penetration into UK households, and Reading for Life hopes to reach its key C2DE family target market through this partnership.
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