Sunmagic, the 100% pure fruit juice, smoothie and juice drink brand, has signed a deal to be the exclusive UK soft drinks partner of How to Train Your Dragon 2, which will be released in the UK & Ireland on 4 July 2014 by Twentieth Century Fox.

The partnership will be promoted on-pack across the Sunmagic products with an on-pack promotion for consumers to win a holiday to Dubai.

Razin Ali, Sunmagic brand manager, said: “We are extremely excited to be partnering the cinema release of How to Train Your Dragon 2, which has been five years in the making. We have enjoyed two very successful partnerships with Twentieth Century Fox over the last couple of years, with both Turbo and Ice Age 4 DVD, so are very much looking forward to working with them again this year.

“The on-pack promotion for a family of four to win a trip to Dubai will encourage consumers to buy the products, therefore driving sales for customers, and we also have 20 goodie bag prizes, each containing How to Train Your Dragon 2 branded merchandise such as digital watches, magnets, foil cups, stationery sets, earphones and Fox gift bags.

“How to Train Your Dragon 2 is an excellent fit for Sunmagic, in that both the film and our delicious juices can be enjoyed by all the family. We will be supporting the cinema partnership with several pieces of heavy-weight marketing activity, the first of which will be unveiled in a few weeks’ time.

“Partnering such high-profile family blockbusters has dramatically increased consumer recognition of the Sunmagic brand, and undoubtedly helped the company achieve its record year, with sales up 15% year-on-year for the year ended 31 December 2013, outperforming the total juice, juice drink and smoothie category, which grew at just 2% year-on-year. Sunmagic’s record year brought its retail sales value from £21m (January 2013) to £24m.”

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