Sunmagic, which produces a comprehensive range of 100% pure fruit juice, smoothies and juice drinks, has been named as the exclusive soft drinks category partner for the Christmas family blockbuster, The Hobbit: The Battle of the Five Armies, which will be released in the UK & Ireland on 12 December.

The partnership will be promoted on-pack, and will include an on-pack promotion for consumers to win a family holiday to Warner Bros studio in Los Angeles, on: Sunmagic 200ml cartons of 100% Pure Orange Juice and 100% Pure Apple Juice; Sunmagic 500ml bottles of 100% Pure Orange Juice, 100% Pure Apple Juice, 100% Pure Tropical Fruit Juice, Cranberry Juice Drink, Orange & Carrot Juice Drink and Summer Delight Juice Drink; and one-litre cartons of Sunmagic 100% Pure Orange Juice and 100% Pure Apple Juice.

Razin Ali, Sunmagic’s brand manager, said: “We are delighted to announce that Sunmagic has been chosen as the official soft drink category partner of Warner Bros’ The Hobbit: The Battle of the Five Armies, the epic conclusion to 13 years of cinema history. The partnership is being promoted across a wide range of our products and will undoubtedly drive sales for retailers, with the trilogy having grossed over £90m in the UK and over $1, 975.4bn worldwide so far.”

“We will be supporting the cinema partnership with high-profile marketing activity, the first piece of which will be announced in a few weeks’ time. Sunmagic has partnered a number of other popular family blockbusters over the last few years, including Turbo and How to Train Your Dragon 2, from Twentieth Century Fox.

Partnering such high profile family blockbusters has hugely increased consumer recognition of the Sunmagic brand and undoubtedly helped the company achieve its record year last year, with retail sales value increasing from £21m in January 2013 to £24m in January 2014.”

Vanessa Andreis, director of promotions UK, Warner Bros, said: “Sunmagic has executed a fantastic online, social media, retail and packaging program around the film. We couldn’t be happier to be working together on this project.”

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