New collaboration to mark new Paddington film
BRITISH household brand Fairy Non Bio has teamed up with the nation’s favourite bear Paddington in a new partnership to celebrate the new film Paddington in Peru.
Uniting ahead of the release date on 8 November with film studio StudioCanal, Procter & Gamble (P&G) has launched new limited edition pack designs for its Fairy Non Bio Fabric Softener and Fairy Non Bio In-Wash Scent Booster featuring an image of Paddington on-pack.
The new partnership will also kick off a digital marketing campaign between the two brands with its #LoadsOfKindness campaign, which will encourage consumers across the UK to pledge towards committing small acts of kindness to help make a positive impact on those around us, in a similar manner to Paddington.
It is P&G’s hope that these small acts of kindness will help to inspire others to do the same within their communities.
As part of this initiative, P&G is asking consumers to make these kindness pledges across social media with the #LoadsOfKindness, aiming to spread this around as the Christmas season approaches.
A P&G spokesperson said: “We’re incredibly proud to be partnering with StudioCanal for the long-anticipated release of Paddington in Peru.
“We’re excited that we’ve been able to come together to celebrate the power of kindness which is so important to both brands.
“We look forward to seeing our consumers engage with this heart-warming campaign, spreading kindness far and wide – just as Paddington has always shown us – in the run up to Christmas.”
